Summary
In 2018, Twitter launched a reactive out-of-home campaign at Piccadilly Lights, showcasing the biggest cultural moments in the country and their associated conversation on the platform. To put our best creative forward, we challenged the notion that pre-testing OOH was impossible and developed a bespoke Virtual Reality solution, placing consumers in a simulated 360° environment to gather contextual feedback. We discovered that the virtual experience was the key to uncovering 'real' actionable insight - going beyond what traditional testing could surface - and unlocking the ability to achieve next-level effectiveness in our OOH campaigns.
Consumer Insight
Virtual reality creates...