H&M
A dive into virtual reality with H&M's Olympic Collection.
- experimental
- emerging tech
- campaign
- experience
- concept
- ideation
- creative direction
- art direction
- copywriting
- storytelling
- event
Background and objective
In 2016, during a time when virtual reality technology was just beginning to emerge, H&M seized the opportunity to launch their new Olympic collection in a unique and engaging way. The challenge was to stand out in the highly competitive advertising frenzy of the Olympics.
H&M aimed to introduce their Olympic collection in a manner that not only linked to the excitement of the Olympics but also encouraged foot traffic to their stores. The goal was to engage consumers in a way that went beyond traditional advertising, capturing their full attention with an innovative approach.
Strategy and execution
H&M partnered with Marvelous to create an immersive virtual reality experience. The strategy was to provide a thrilling alternative to conventional advertisements by leveraging the novelty and allure of VR technology.
A two-minute virtual reality film was developed, simulating the adrenaline-pumping sensation of standing on a 10-meter diving platform.
Participants, alongside virtual professional divers donned in H&M’s Olympic attire, experienced the dive themselves. The VR experience was featured in Kungsträdgården in Stockholm and at an H&M pop-up store, complemented by a voucher giveaway to drive store traffic. The event was also broadcast live on Facebook, enhancing its reach and engagement.
Experience the virtual reality dive
Results and impact
| → | 1000+ experiencing the VR dive |
| → | Increase in foot traffic to H&M |
| → | Strenghtening H&M as a forward-thinking brand |
The VR campaign achieved notable success with high participation with thousands experiencing the VR dive, demonstrating strong engagement. A significant increase in foot traffic to stores, with vouchers serving as an effective incentive. Positive feedback on the innovative use of VR, enhancing H&M’s image as a forward-thinking brand. Substantial online interaction through live streaming and social sharing.
The campaign was a cutting-edge, experimental marketing endeavor that paid off by attracting considerable attention and engagement from the public. It was a testament to H&M’s willingness to embrace new and untested methods to create exciting consumer experiences.
Conclusion
H&M’s approach to using virtual reality for the Olympic collection launch was not just about showcasing new apparel but about creating a memorable event that resonated with the adventurous spirit of the Olympics. This campaign was a bold move that demonstrated the potential of VR in retail contexts, earning the brand praise for its innovative and daring strategy.
Explore more cases
Featured selections
- various projects
- selected works
- one-offs
Discover various projects and work that showcase my abilities and creative nuances.
Treo
- advertising
- campaign
- pharma
- strategy
Connecting with a younger audience through cultural insight.
Let's connect.
Art director / senior advertising creative based in Stockholm. Available for work.