P&G is one of the largest and amongst the fastest growing consumer goods companies in India. Established in 1964, P&G India now serves over 650 million consumers across India. Its presence pans across the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Being segment, with trusted brands that are household names across India.
In an effort to generate market awareness and interest for Gillette’s premium product, the Gillette Flex Ball Razor, P&G wanted to develop a Virtual Reality (VR) experience that would highlight all the key features of the Flex Ball Razor. The VR experience developed would also encourage the target audience to switch to the newly launched premium product.
An important factor for creating the VR experience was that it had to be a wireless solution so guests were not inconvenienced by any cables or wires.
Gillette Flex Ball VR Roller Coaster - Cardboard Based Virtual Reality Ride
The GoPhygital team zeroed in on a concept which was both fun and immersive and met all the requirements of the client, a VR roller coaster ride.
The concept proposed was to a perfect fit for the product, because like the Flex Ball Razor, a roller coaster also moves in the same direction (up, down, left, and right). In addition, at every turning point of the virtual roller coaster ride, the guest would see strategically placed billboards that would display the key features of the Flex Razor Ball.
The mobile VR solution was showcased as a part of P&G’s FutureX Program which aims at disrupting a traditional category with cutting edge technology.
The Value Take-away
The virtual roller coaster ride was simple yet fun for the guest to experience and at the same time visually informed the guest about the Gillette Flex Ball Razor brand message.