A virtual reality campaign that brings your wildest dreams alive.
The ‘Scent of a Dream’ campaign uses virtual reality to transport the viewer to another galaxy, alone with Kate Moss. Charlotte Tilbury, the celebrity makeup artist behind the brand of the same name, establishes herself as one of the pioneers of beauty industry marketing with this campaign.
The virtual reality video was directed by Antoine Wagner and was shot using Nokia’s OZO professional virtual reality 360 camera.
The VR film depicts the metaphorical journey the user will embark on should they use Tilbury's perfume. Tilbury wanted to recreate the sensory explosion the consumer experiences when they smell her perfume and for her, VR was the only way to depict this:
“I wanted a revolutionary, new virtual reality experience that could bring to life the magic and the power of Scent of a Dream. This is like nothing I have ever experienced before, it is like being alone in the universe as Kate Moss and embarking on this magical astral journey together. Make your dream a reality.” - Charlotte Tilbury.
It is very interesting how a mainstream luxury brand, and one not known for experimenting with technology, has picked up the medium so quickly and allowed it to be accessible to the general public; two virtual reality sets were created in the Charlotte Tilbury Beauty Boudoir in Covent Garden and in Selfridges on Oxford Circus. Alternatively, the film can be viewed using Samsung Gear VR, Google Cardboard or via the Facebook and Youtube apps. So, is this a sign of how virtual reality will become a key marketing tool in 2017?
The entire ‘Scent of a Dream’ campaign suggests that it’s not VR that is essential for a successful and engaging marketing. In fact, it is Charlotte Tilbury’s integrated marketing strategy that has experience at its heart that has made this campaign so compelling. Along with the VR experience, the Tilbury marketing team implemented a campaign Snapchat filter, a 3D interactive artwork in Covent Garden and projections of Kate Moss on iconic landmarks across London to promote the launch of the fragrance.
See how our Freezus Curve photo technology can transport your consumer into another galaxy here.
Header image and video from CharlotteTilbury.com