so yes my name is Jason I has been the last few years working in virtual
last few years working in virtual
last few years working in virtual reality just quick show of hands who’s
reality just quick show of hands who’s
reality just quick show of hands who’s heard of VR before who’s tried it not
heard of VR before who’s tried it not
heard of VR before who’s tried it not too bad not too bad so what are the
too bad not too bad so what are the
too bad not too bad so what are the inherent problems of VR is it’s a very
inherent problems of VR is it’s a very
inherent problems of VR is it’s a very hard thing to articulate without trying
hard thing to articulate without trying
hard thing to articulate without trying it I love VR in VR I’m 6 foot 4 biceps
it I love VR in VR I’m 6 foot 4 biceps
it I love VR in VR I’m 6 foot 4 biceps the size of Bournemouth I love it I
the size of Bournemouth I love it I
the size of Bournemouth I love it I Barbie in VR as much as I can the
Barbie in VR as much as I can the
Barbie in VR as much as I can the challenges for the are I think it’s the
challenges for the are I think it’s the
challenges for the are I think it’s the industry of the whole it’s articulate
industry of the whole it’s articulate
industry of the whole it’s articulate them to people where the value lies
them to people where the value lies
them to people where the value lies outside of what you’ve probably heard of
outside of what you’ve probably heard of
outside of what you’ve probably heard of or seen on the adverts around gaming and
or seen on the adverts around gaming and
or seen on the adverts around gaming and that kind of stuff so in my current role
that kind of stuff so in my current role
that kind of stuff so in my current role with Dawn I spend a lot of time talking
with Dawn I spend a lot of time talking
with Dawn I spend a lot of time talking to brands and what I talk to brand about
to brands and what I talk to brand about
to brands and what I talk to brand about is where the true value of VR life today
is where the true value of VR life today
is where the true value of VR life today so looking at VR as a tech where the
so looking at VR as a tech where the
so looking at VR as a tech where the value lies who’s using it and what for
value lies who’s using it and what for
value lies who’s using it and what for because there’s a lot of ambiguity in
because there’s a lot of ambiguity in
because there’s a lot of ambiguity in the industry around what products look
the industry around what products look
the industry around what products look like where the market is going to go and
like where the market is going to go and
like where the market is going to go and actually taking away the ambiguity in
actually taking away the ambiguity in
actually taking away the ambiguity in saying this is actually as a if you are
saying this is actually as a if you are
saying this is actually as a if you are a brand or an organization because how
a brand or an organization because how
a brand or an organization because how you can use VR to its true benefit now
you can use VR to its true benefit now
you can use VR to its true benefit now so so so Jon just give you a quick bit
so so so Jon just give you a quick bit
so so so Jon just give you a quick bit background we are one of the world’s
background we are one of the world’s
background we are one of the world’s leading producers and distributors of VR
leading producers and distributors of VR
leading producers and distributors of VR content we’ve worked in over 300
content we’ve worked in over 300
content we’ve worked in over 300 productions now a range of different
productions now a range of different
productions now a range of different partners all sorts of wars we actually
partners all sorts of wars we actually
partners all sorts of wars we actually won an Emmy last week for a piece of
won an Emmy last week for a piece of
won an Emmy last week for a piece of content and basically over the last four
content and basically over the last four
content and basically over the last four years we have film VR in pretty much
years we have film VR in pretty much
years we have film VR in pretty much every scenario there is whether it’s
every scenario there is whether it’s
every scenario there is whether it’s underwater drones helicopters the whole
underwater drones helicopters the whole
underwater drones helicopters the whole kind of piece and what excites me the
kind of piece and what excites me the
kind of piece and what excites me the most about VR I think is that when
most about VR I think is that when
most about VR I think is that when people say to me why is it what is it
people say to me why is it what is it
people say to me why is it what is it about VR that gets you excited what is
about VR that gets you excited what is
about VR that gets you excited what is it about VR that you think makes it
it about VR that you think makes it
it about VR that you think makes it special and for me it’s because this
special and for me it’s because this
special and for me it’s because this quote I think when VR is done properly
quote I think when VR is done properly
quote I think when VR is done properly VR can create a connection with the user
VR can create a connection with the user
VR can create a connection with the user like no other media so if you take VRS
like no other media so if you take VRS
like no other media so if you take VRS core strengths of immersing someone into
core strengths of immersing someone into
core strengths of immersing someone into a situation what you can do is you can
a situation what you can do is you can
a situation what you can do is you can forge a connection with that person it
forge a connection with that person it
forge a connection with that person it just isn’t possible in any other form of
just isn’t possible in any other form of
just isn’t possible in any other form of media we all know we spent years
media we all know we spent years
media we all know we spent years watching sixteen by nine films and TV
watching sixteen by nine films and TV
watching sixteen by nine films and TV programs and over those over that time
programs and over those over that time
programs and over those over that time we have become masters of that trade and
we have become masters of that trade and
we have become masters of that trade and what we as
what we as
what we as consumers we’ve become masters of
consumers we’ve become masters of
consumers we’ve become masters of consuming that content but actually with
consuming that content but actually with
consuming that content but actually with VR allows you to engage with those users
VR allows you to engage with those users
VR allows you to engage with those users in the completely different a new way
in the completely different a new way
in the completely different a new way and what’s exciting about that is that
and what’s exciting about that is that
and what’s exciting about that is that when you do it right what you get from
when you do it right what you get from
when you do it right what you get from putting someone in VR is an incredible
putting someone in VR is an incredible
putting someone in VR is an incredible sense of presence so obviously if you
sense of presence so obviously if you
sense of presence so obviously if you are watching this on on TV you kind of
are watching this on on TV you kind of
are watching this on on TV you kind of see the environment around you you see
see the environment around you you see
see the environment around you you see that your sauce is Everest but you don’t
that your sauce is Everest but you don’t
that your sauce is Everest but you don’t feel like you’re there you know we
feel like you’re there you know we
feel like you’re there you know we probably all seen images of Everest
probably all seen images of Everest
probably all seen images of Everest before on TV in VR
before on TV in VR
before on TV in VR you can play someone there on that
you can play someone there on that
you can play someone there on that mountain if it’s a particular example
mountain if it’s a particular example
mountain if it’s a particular example you are there you’re with the guide you
you are there you’re with the guide you
you are there you’re with the guide you are looking around you have complete
are looking around you have complete
are looking around you have complete freedom to explore that a world around
freedom to explore that a world around
freedom to explore that a world around you so what it does is even though you
you so what it does is even though you
you so what it does is even though you know you’re in virtual reality it’s
know you’re in virtual reality it’s
know you’re in virtual reality it’s still powerful enough to trick your
still powerful enough to trick your
still powerful enough to trick your brain into believing that you’re there
brain into believing that you’re there
brain into believing that you’re there and what that then does is elicit an
and what that then does is elicit an
and what that then does is elicit an incredible sense of intimacy so the
incredible sense of intimacy so the
incredible sense of intimacy so the minute you start injecting people into
minute you start injecting people into
minute you start injecting people into this all of sudden what you get is that
this all of sudden what you get is that
this all of sudden what you get is that feeling that actually that was an
feeling that actually that was an
feeling that actually that was an experience you share with these people
experience you share with these people
experience you share with these people an example here is a film we did with a
an example here is a film we did with a
an example here is a film we did with a band in a tour bus now it’s kind of
band in a tour bus now it’s kind of
band in a tour bus now it’s kind of ghost this idea of the ticket you can’t
ghost this idea of the ticket you can’t
ghost this idea of the ticket you can’t buy normally if you were to go to a
buy normally if you were to go to a
buy normally if you were to go to a concert you would stand there you would
concert you would stand there you would
concert you would stand there you would see the band it’s obviously a great
see the band it’s obviously a great
see the band it’s obviously a great experience but you don’t get this what
experience but you don’t get this what
experience but you don’t get this what VR can do is place you somewhere that
VR can do is place you somewhere that
VR can do is place you somewhere that you wouldn’t normally go and in this
you wouldn’t normally go and in this
you wouldn’t normally go and in this example you’re watching the band play
example you’re watching the band play
example you’re watching the band play and it feels like they’re playing to you
and it feels like they’re playing to you
and it feels like they’re playing to you we even did a film with Paul McCartney
we even did a film with Paul McCartney
we even did a film with Paul McCartney and you’re there in his private studio
and you’re there in his private studio
and you’re there in his private studio as you do and he’s there and he’s
as you do and he’s there and he’s
as you do and he’s there and he’s playing to you he’s looking at you and
playing to you he’s looking at you and
playing to you he’s looking at you and you feel like again even though you know
you feel like again even though you know
you feel like again even though you know you’re in VR you still feel like he’s
you’re in VR you still feel like he’s
you’re in VR you still feel like he’s there looking at you playing just for
there looking at you playing just for
there looking at you playing just for you it’s this kind of idea of a private
you it’s this kind of idea of a private
you it’s this kind of idea of a private concert and when you put all that
concert and when you put all that
concert and when you put all that together what you get is emotion and
together what you get is emotion and
together what you get is emotion and that is an incredibly powerful thing for
that is an incredibly powerful thing for
that is an incredibly powerful thing for any brand or organization this is an
any brand or organization this is an
any brand or organization this is an example of a film we’ve behind the
example of a film we’ve behind the
example of a film we’ve behind the scenes and again because you’re viewing
scenes and again because you’re viewing
scenes and again because you’re viewing this content as if you’re a fan when the
this content as if you’re a fan when the
this content as if you’re a fan when the action takes place when it happens you
action takes place when it happens you
action takes place when it happens you feel like you were there present in that
feel like you were there present in that
feel like you were there present in that situation and your intimate those around
situation and your intimate those around
situation and your intimate those around you and you’re sharing the emotion of
you and you’re sharing the emotion of
you and you’re sharing the emotion of that situation and as we know once you
that situation and as we know once you
that situation and as we know once you unlock emotion in people all of a sudden
unlock emotion in people all of a sudden
unlock emotion in people all of a sudden what can cook you can communicate to
what can cook you can communicate to
what can cook you can communicate to them is so powerful because they are
them is so powerful because they are
them is so powerful because they are there in a state of wanting to be
there in a state of wanting to be
there in a state of wanting to be entertained by this content they’re
entertained by this content they’re
entertained by this content they’re there they’re present they’re aware and
there they’re present they’re aware and
there they’re present they’re aware and actually what that means is that you can
actually what that means is that you can
actually what that means is that you can tell stories and fundamentally if you
tell stories and fundamentally if you
tell stories and fundamentally if you look at the hitch
look at the hitch
look at the hitch three of any sort of media all it’s been
three of any sort of media all it’s been
three of any sort of media all it’s been used for TRADOC predominantly is to tell
used for TRADOC predominantly is to tell
used for TRADOC predominantly is to tell stories and every single innovation in
stories and every single innovation in
stories and every single innovation in storytelling every single innovation in
storytelling every single innovation in
storytelling every single innovation in media has been a new more powerful way
media has been a new more powerful way
media has been a new more powerful way of telling stories so if you and so if
of telling stories so if you and so if
of telling stories so if you and so if you take for example the how we’ve
you take for example the how we’ve
you take for example the how we’ve transformed over the years from radio to
transformed over the years from radio to
transformed over the years from radio to TV to PCs to to smartphones all of these
TV to PCs to to smartphones all of these
TV to PCs to to smartphones all of these things fundamentally allowed people to
things fundamentally allowed people to
things fundamentally allowed people to tell stories in new ways now there’s
tell stories in new ways now there’s
tell stories in new ways now there’s also a hundred of different types of
also a hundred of different types of
also a hundred of different types of stories you can tell when it can be a
stories you can tell when it can be a
stories you can tell when it can be a story about your brand or your
story about your brand or your
story about your brand or your organization it can be it can be
organization it can be it can be
organization it can be it can be anything but ultimately if you look at
anything but ultimately if you look at
anything but ultimately if you look at the evolution for all of these every
the evolution for all of these every
the evolution for all of these every single juncture I’m not old enough to
single juncture I’m not old enough to
single juncture I’m not old enough to remember some of these but at the time
remember some of these but at the time
remember some of these but at the time there were people that would say oh I’m
there were people that would say oh I’m
there were people that would say oh I’m not sure I want to sit in front of a box
not sure I want to sit in front of a box
not sure I want to sit in front of a box in my front room and watch some images
in my front room and watch some images
in my front room and watch some images on a TV I’m not sure I want to say air
on a TV I’m not sure I want to say air
on a TV I’m not sure I want to say air box on my desktop and type away you know
box on my desktop and type away you know
box on my desktop and type away you know I even remember when the first iPhone
I even remember when the first iPhone
I even remember when the first iPhone came out people were saying I’m not
came out people were saying I’m not
came out people were saying I’m not really sure I’m going to want to hold
really sure I’m going to want to hold
really sure I’m going to want to hold something and tap on some glass I want
something and tap on some glass I want
something and tap on some glass I want my keypad you know I want my blackberry
my keypad you know I want my blackberry
my keypad you know I want my blackberry Keeper and actually if you look at the
Keeper and actually if you look at the
Keeper and actually if you look at the VR industry now and people are saying do
VR industry now and people are saying do
VR industry now and people are saying do I really want to wear a headset you’re
I really want to wear a headset you’re
I really want to wear a headset you’re gonna put headset on and sit there with
gonna put headset on and sit there with
gonna put headset on and sit there with a headset on my head and look around and
a headset on my head and look around and
a headset on my head and look around and I think actually we have to recognize it
I think actually we have to recognize it
I think actually we have to recognize it the industry as a whole is pretty
the industry as a whole is pretty
the industry as a whole is pretty embryonic it’s still early days the
embryonic it’s still early days the
embryonic it’s still early days the hardware is still kind of first gen but
hardware is still kind of first gen but
hardware is still kind of first gen but if you think of how powerful it is now
if you think of how powerful it is now
if you think of how powerful it is now even with first generation hardware
even with first generation hardware
even with first generation hardware think about where that’s going to be in
think about where that’s going to be in
think about where that’s going to be in the future and bring in and what Rob was
the future and bring in and what Rob was
the future and bring in and what Rob was talking about about AI there’s a lot of
talking about about AI there’s a lot of
talking about about AI there’s a lot of companies now that are even looking at
companies now that are even looking at
companies now that are even looking at how you bring AI onto VR so you can be
how you bring AI onto VR so you can be
how you bring AI onto VR so you can be in a situation and actually have
in a situation and actually have
in a situation and actually have intelligence around you so you have that
intelligence around you so you have that
intelligence around you so you have that sense of presence you had that sense of
sense of presence you had that sense of
sense of presence you had that sense of emotion but you actually am interacting
emotion but you actually am interacting
emotion but you actually am interacting with objects that have some intelligence
with objects that have some intelligence
with objects that have some intelligence behind them and again I think for all of
behind them and again I think for all of
behind them and again I think for all of this it’s incredible how much more
this it’s incredible how much more
this it’s incredible how much more capabilities these deliver to those
capabilities these deliver to those
capabilities these deliver to those people that wanted to tell compelling
people that wanted to tell compelling
people that wanted to tell compelling stories and we believe that VR is a huge
stories and we believe that VR is a huge
stories and we believe that VR is a huge leap for that and I personally believe
leap for that and I personally believe
leap for that and I personally believe that um there’s a lot of different
that um there’s a lot of different
that um there’s a lot of different versions that some of you guys may have
versions that some of you guys may have
versions that some of you guys may have seen some of this stuff there’s a lot of
seen some of this stuff there’s a lot of
seen some of this stuff there’s a lot of different versions of this kind of stat
different versions of this kind of stat
different versions of this kind of stat around how much we believe if we when we
around how much we believe if we when we
around how much we believe if we when we remember when we see here and recommend
remember when we see here and recommend
remember when we see here and recommend things I think for me what’s true is
things I think for me what’s true is
things I think for me what’s true is that when we feel like we actually
that when we feel like we actually
that when we feel like we actually experience something we’re much more
experience something we’re much more
experience something we’re much more likely to remember that experience if we
likely to remember that experience if we
likely to remember that experience if we feel like we were there if we feel
feel like we were there if we feel
feel like we were there if we feel like if our brains feel like it was
like if our brains feel like it was
like if our brains feel like it was something that we physically experienced
something that we physically experienced
something that we physically experienced we are much more likely to recall that
we are much more likely to recall that
we are much more likely to recall that to remember it and also to enjoy it so
to remember it and also to enjoy it so
to remember it and also to enjoy it so if you look at the example of a lot of
if you look at the example of a lot of
if you look at the example of a lot of work that’s being done the moment in VR
work that’s being done the moment in VR
work that’s being done the moment in VR training there are examples there where
training there are examples there where
training there are examples there where people would normally sit in front of a
people would normally sit in front of a
people would normally sit in front of a bit of paper and read or they might go
bit of paper and read or they might go
bit of paper and read or they might go on a board and write some stuff down or
on a board and write some stuff down or
on a board and write some stuff down or even be lectured to in VR you can put
even be lectured to in VR you can put
even be lectured to in VR you can put someone in that situation so we’re
someone in that situation so we’re
someone in that situation so we’re working with a company that my friend
working with a company that my friend
working with a company that my friend mature butch is working with and they
mature butch is working with and they
mature butch is working with and they put together a training example for you
put together a training example for you
put together a training example for you right Anna we’re actually rather than do
right Anna we’re actually rather than do
right Anna we’re actually rather than do the evacuation procedure on the actual
the evacuation procedure on the actual
the evacuation procedure on the actual train itself or even in a lecture hall
train itself or even in a lecture hall
train itself or even in a lecture hall what you can actually do is go there and
what you can actually do is go there and
what you can actually do is go there and be in that train and do every step of
be in that train and do every step of
be in that train and do every step of that evacuation in VR which basically
that evacuation in VR which basically
that evacuation in VR which basically there means as a result you feel like
there means as a result you feel like
there means as a result you feel like you did that yourself you’ve been for
you did that yourself you’ve been for
you did that yourself you’ve been for that train you’ve done you’ve done that
that train you’ve done you’ve done that
that train you’ve done you’ve done that experience and therefore as a result of
experience and therefore as a result of
experience and therefore as a result of that how much more you remember then you
that how much more you remember then you
that how much more you remember then you would do otherwise is incredibly
would do otherwise is incredibly
would do otherwise is incredibly powerful and as a result of that for
powerful and as a result of that for
powerful and as a result of that for always being used across pretty much
always being used across pretty much
always being used across pretty much every industry now in all sorts of
every industry now in all sorts of
every industry now in all sorts of scenarios from there’s even a company
scenarios from there’s even a company
scenarios from there’s even a company doing crane training you can go there
doing crane training you can go there
doing crane training you can go there have a headset on you can control the
have a headset on you can control the
have a headset on you can control the crane I mean everything so it’s so
crane I mean everything so it’s so
crane I mean everything so it’s so exciting to see as a technology what its
exciting to see as a technology what its
exciting to see as a technology what its enabling people to do and the people the
enabling people to do and the people the
enabling people to do and the people the creatives who have the thought behind
creatives who have the thought behind
creatives who have the thought behind what you can do with the technology
what you can do with the technology
what you can do with the technology where it can go it’s really really
where it can go it’s really really
where it can go it’s really really exciting to see where the future where
exciting to see where the future where
exciting to see where the future where the future will lie so I think one thing
the future will lie so I think one thing
the future will lie so I think one thing that’s really really exciting is that if
that’s really really exciting is that if
that’s really really exciting is that if you look our everyday lives now we walk
you look our everyday lives now we walk
you look our everyday lives now we walk down the street wherever we are turn on
down the street wherever we are turn on
down the street wherever we are turn on the TV go on our phone we are bombarded
the TV go on our phone we are bombarded
the TV go on our phone we are bombarded with marketing messages you know we it
with marketing messages you know we it
with marketing messages you know we it is just a sea of deals and offers and
is just a sea of deals and offers and
is just a sea of deals and offers and bright lights telling us to go in and
bright lights telling us to go in and
bright lights telling us to go in and buy this and buy that and it was a
buy this and buy that and it was a
buy this and buy that and it was a result of that what we really have is
result of that what we really have is
result of that what we really have is noise we have all this noise around
noise we have all this noise around
noise we have all this noise around people trying to tell us tell us stuff
people trying to tell us tell us stuff
people trying to tell us tell us stuff plans trying to tell their stories
plans trying to tell their stories
plans trying to tell their stories organizations trying to tell their
organizations trying to tell their
organizations trying to tell their stories retailers trying to get you into
stories retailers trying to get you into
stories retailers trying to get you into their stores and I think over time we’ve
their stores and I think over time we’ve
their stores and I think over time we’ve also come numb to all of this noise
also come numb to all of this noise
also come numb to all of this noise that’s around us as a brand as an
that’s around us as a brand as an
that’s around us as a brand as an organization how on earth do you break
organization how on earth do you break
organization how on earth do you break through that how do you get yourselves
through that how do you get yourselves
through that how do you get yourselves noticed how do you get yourselves known
noticed how do you get yourselves known
noticed how do you get yourselves known now I saw this this is there just a
now I saw this this is there just a
now I saw this this is there just a thing I found on Google I think it’s
thing I found on Google I think it’s
thing I found on Google I think it’s even more now in a world where we see
even more now in a world where we see
even more now in a world where we see about 5,000 pieces marketing a day again
about 5,000 pieces marketing a day again
about 5,000 pieces marketing a day again as
as
as Shuma how are we meant to remember that
Shuma how are we meant to remember that
Shuma how are we meant to remember that how are we meant to as an advertiser how
how are we meant to as an advertiser how
how are we meant to as an advertiser how are you meant to work out what is going
are you meant to work out what is going
are you meant to work out what is going to appeal to a consumer what’s going to
to appeal to a consumer what’s going to
to appeal to a consumer what’s going to resonate you look at marketing now and
resonate you look at marketing now and
resonate you look at marketing now and most of the first have all been done
most of the first have all been done
most of the first have all been done people are trying to sell a stuff in an
people are trying to sell a stuff in an
people are trying to sell a stuff in an in a manner of ways the beauty of VR is
in a manner of ways the beauty of VR is
in a manner of ways the beauty of VR is that actually you don’t have that
that actually you don’t have that
that actually you don’t have that distraction we live in a world now when
distraction we live in a world now when
distraction we live in a world now when people are on their phones constantly on
people are on their phones constantly on
people are on their phones constantly on Twitter on Facebook we are looking at
Twitter on Facebook we are looking at
Twitter on Facebook we are looking at advert off to add after advert we are
advert off to add after advert we are
advert off to add after advert we are being trying to sold slippers and share
being trying to sold slippers and share
being trying to sold slippers and share and all this kind of stuff right and I
and all this kind of stuff right and I
and all this kind of stuff right and I think we all become so numb to this that
think we all become so numb to this that
think we all become so numb to this that we are so engrained with our technology
we are so engrained with our technology
we are so engrained with our technology obviously we know and we love our
obviously we know and we love our
obviously we know and we love our smartphones I’m not taking anything away
smartphones I’m not taking anything away
smartphones I’m not taking anything away from that
from that
from that but these days we are so glued to
but these days we are so glued to
but these days we are so glued to technology we have it have around us
technology we have it have around us
technology we have it have around us that I think we loo almost as as
that I think we loo almost as as
that I think we loo almost as as consumers you almost become numb to the
consumers you almost become numb to the
consumers you almost become numb to the meshes that are being portrayed to us
meshes that are being portrayed to us
meshes that are being portrayed to us how much second screening goes on if
how much second screening goes on if
how much second screening goes on if you’re Sat if you’re watching Netflix or
you’re Sat if you’re watching Netflix or
you’re Sat if you’re watching Netflix or Amazon actually you’re there you on your
Amazon actually you’re there you on your
Amazon actually you’re there you on your phone at the same time you know my cakes
phone at the same time you know my cakes
phone at the same time you know my cakes my kids and nagging me wife nagging me
my kids and nagging me wife nagging me
my kids and nagging me wife nagging me you know there’s I am so distracted in
you know there’s I am so distracted in
you know there’s I am so distracted in that scenario and most of us are
that scenario and most of us are
that scenario and most of us are probably speak for myself here but most
probably speak for myself here but most
probably speak for myself here but most of us I think probably when it comes to
of us I think probably when it comes to
of us I think probably when it comes to adverts on TV if we’ve got sky well
adverts on TV if we’ve got sky well
adverts on TV if we’ve got sky well fast-forward them anyway but we don’t
fast-forward them anyway but we don’t
fast-forward them anyway but we don’t read pay much attention the beauty of VR
read pay much attention the beauty of VR
read pay much attention the beauty of VR is that when that headset is on you have
is that when that headset is on you have
is that when that headset is on you have that person’s undivided attention they
that person’s undivided attention they
that person’s undivided attention they are there you have them for however long
are there you have them for however long
are there you have them for however long you hunt right this guy here loving his
you hunt right this guy here loving his
you hunt right this guy here loving his milkshake and he is loving whatever
milkshake and he is loving whatever
milkshake and he is loving whatever experience is being presented to him
experience is being presented to him
experience is being presented to him here the key message here really is that
here the key message here really is that
here the key message here really is that when that headset is on that person if
when that headset is on that person if
when that headset is on that person if it’s a 2 3 4 minute experience you have
it’s a 2 3 4 minute experience you have
it’s a 2 3 4 minute experience you have them they’re not second screening
them they’re not second screening
them they’re not second screening they’re not looking around they’re not
they’re not looking around they’re not
they’re not looking around they’re not watching something else at the same time
watching something else at the same time
watching something else at the same time they are there and actually the power of
they are there and actually the power of
they are there and actually the power of that for a brand or an organization it’s
that for a brand or an organization it’s
that for a brand or an organization it’s huge and I think actually what part of
huge and I think actually what part of
huge and I think actually what part of the challenge of VR is for brands to
the challenge of VR is for brands to
the challenge of VR is for brands to work out with this bow what they do with
work out with this bow what they do with
work out with this bow what they do with it how they make use of this power
it how they make use of this power
it how they make use of this power because actually if you look at the VR
because actually if you look at the VR
because actually if you look at the VR industry there’s been a lot of content
industry there’s been a lot of content
industry there’s been a lot of content as the market is growing a lot of
as the market is growing a lot of
as the market is growing a lot of contents being crated that doesn’t
contents being crated that doesn’t
contents being crated that doesn’t really utilize the core strengths of
really utilize the core strengths of
really utilize the core strengths of them of the medium when you take that
them of the medium when you take that
them of the medium when you take that headset off it doesn’t really give you a
headset off it doesn’t really give you a
headset off it doesn’t really give you a lot there’s no feeling as a result for
lot there’s no feeling as a result for
lot there’s no feeling as a result for me the power of VR is that starting with
me the power of VR is that starting with
me the power of VR is that starting with take when that person takes that headset
take when that person takes that headset
take when that person takes that headset off how do you want them to feel what do
off how do you want them to feel what do
off how do you want them to feel what do you want them to do what you want them
you want them to do what you want them
you want them to do what you want them to say if I take the headset off and
to say if I take the headset off and
to say if I take the headset off and they go okay that was a right I sort of
they go okay that was a right I sort of
they go okay that was a right I sort of looked around a room for a bit and if
looked around a room for a bit and if
looked around a room for a bit and if there’s no outtake to it if it can be
there’s no outtake to it if it can be
there’s no outtake to it if it can be done in 69 don’t do it because
done in 69 don’t do it because
done in 69 don’t do it because fundamentally you’re not using the
fundamentally you’re not using the
fundamentally you’re not using the strength or the platform what we are
strength or the platform what we are
strength or the platform what we are allows you to do is put your brand put
allows you to do is put your brand put
allows you to do is put your brand put your user put your consumer in the
your user put your consumer in the
your user put your consumer in the middle of your brand and tell them a
middle of your brand and tell them a
middle of your brand and tell them a story that is compelling in a way that
story that is compelling in a way that
story that is compelling in a way that makes them remember your brand in a new
makes them remember your brand in a new
makes them remember your brand in a new way you guys have probably seen this
way you guys have probably seen this
way you guys have probably seen this kind of fabled millennial generation how
kind of fabled millennial generation how
kind of fabled millennial generation how we don’t want to be blatantly sold
we don’t want to be blatantly sold
we don’t want to be blatantly sold products now we don’t want to be say
products now we don’t want to be say
products now we don’t want to be say here’s a you know for example here’s a
here’s a you know for example here’s a
here’s a you know for example here’s a glass coca-cola buy it we don’t want
glass coca-cola buy it we don’t want
glass coca-cola buy it we don’t want that anymore what consumers want is to
that anymore what consumers want is to
that anymore what consumers want is to be told a story by a brand and as a
be told a story by a brand and as a
be told a story by a brand and as a result that brand equity changes based
result that brand equity changes based
result that brand equity changes based on the experience you’ve given them so a
on the experience you’ve given them so a
on the experience you’ve given them so a great example is the Heineken I think
great example is the Heineken I think
great example is the Heineken I think you ever seen the Heineken world
you ever seen the Heineken world
you ever seen the Heineken world two-part film where it puts two people
two-part film where it puts two people
two-part film where it puts two people in a room they’ve told to construct a
in a room they’ve told to construct a
in a room they’ve told to construct a bar together they then construct the bar
bar together they then construct the bar
bar together they then construct the bar they sit down and they’re shown in a
they sit down and they’re shown in a
they sit down and they’re shown in a video that each of them has been has
video that each of them has been has
video that each of them has been has been filmed with quite prejudiced views
been filmed with quite prejudiced views
been filmed with quite prejudiced views about each other or about the type of
about each other or about the type of
about each other or about the type of person that each other is and then as a
person that each other is and then as a
person that each other is and then as a result of that they then asked whether
result of that they then asked whether
result of that they then asked whether they want to stay and solve their
they want to stay and solve their
they want to stay and solve their problems together or leave it’s
problems together or leave it’s
problems together or leave it’s incredibly powerful film incredibly
incredibly powerful film incredibly
incredibly powerful film incredibly powerful and it tells the story in a way
powerful and it tells the story in a way
powerful and it tells the story in a way in its Heineken saying it’s not saying
in its Heineken saying it’s not saying
in its Heineken saying it’s not saying we’re Heineken look how cool we are
we’re Heineken look how cool we are
we’re Heineken look how cool we are it’s them telling a story and as a
it’s them telling a story and as a
it’s them telling a story and as a result you feel differently about their
result you feel differently about their
result you feel differently about their brand because they brought you that
brand because they brought you that
brand because they brought you that story and at the end of the film they
story and at the end of the film they
story and at the end of the film they share a Heineken and they discuss their
share a Heineken and they discuss their
share a Heineken and they discuss their differences and in that film every
differences and in that film every
differences and in that film every single person’s chose to stay and
single person’s chose to stay and
single person’s chose to stay and discuss their differences rather than
discuss their differences rather than
discuss their differences rather than leave and I think that for me shows
leave and I think that for me shows
leave and I think that for me shows where the future of storytelling is
where the future of storytelling is
where the future of storytelling is going especially with brands and with VR
going especially with brands and with VR
going especially with brands and with VR that is an incredible synergy because in
that is an incredible synergy because in
that is an incredible synergy because in that world then you can tell those
that world then you can tell those
that world then you can tell those stories in a manner that feels immersive
stories in a manner that feels immersive
stories in a manner that feels immersive it makes the person feel emotion and as
it makes the person feel emotion and as
it makes the person feel emotion and as a result feel differently about your
a result feel differently about your
a result feel differently about your brand or organization and if you think
brand or organization and if you think
brand or organization and if you think of it like we all know that in cinemas
of it like we all know that in cinemas
of it like we all know that in cinemas that kind of gold spot that 60 seconds
that kind of gold spot that 60 seconds
that kind of gold spot that 60 seconds before the main feature is one of the
before the main feature is one of the
before the main feature is one of the most expensive pieces marketing you can
most expensive pieces marketing you can
most expensive pieces marketing you can buy because that is the piece where
buy because that is the piece where
buy because that is the piece where people are thought to be most attentive
people are thought to be most attentive
people are thought to be most attentive you know you’ve watched the 75 trial is
you know you’ve watched the 75 trial is
you know you’ve watched the 75 trial is beforehand of films you’re never going
beforehand of films you’re never going
beforehand of films you’re never going to watch all the best bits of all those
to watch all the best bits of all those
to watch all the best bits of all those films and then you watch a couple of
films and then you watch a couple of
films and then you watch a couple of adverts and then you sit down the lights
adverts and then you sit down the lights
adverts and then you sit down the lights go down the screen expands and
go down the screen expands and
go down the screen expands and that’s when you have their attention
that’s when you have their attention
that’s when you have their attention with VR you have that all the time
with VR you have that all the time
with VR you have that all the time they’re there they have the headset on
they’re there they have the headset on
they’re there they have the headset on they’re ready for the message you’re
they’re ready for the message you’re
they’re ready for the message you’re going to to transmit to them the
going to to transmit to them the
going to to transmit to them the challenge is how you make the most out
challenge is how you make the most out
challenge is how you make the most out of that and make sure that it’s
of that and make sure that it’s
of that and make sure that it’s experience they want to recommend and
experience they want to recommend and
experience they want to recommend and come back to and if you look at the VR
come back to and if you look at the VR
come back to and if you look at the VR industry as a whole there is trillions
industry as a whole there is trillions
industry as a whole there is trillions of dollars of market capital behind it
of dollars of market capital behind it
of dollars of market capital behind it all of these companies Google Sony
all of these companies Google Sony
all of these companies Google Sony oculus YouTube are investing millions
oculus YouTube are investing millions
oculus YouTube are investing millions and millions in VR and they’re doing it
and millions in VR and they’re doing it
and millions in VR and they’re doing it because they realize that as a medium as
because they realize that as a medium as
because they realize that as a medium as time goes on it will allow them and
time goes on it will allow them and
time goes on it will allow them and their appetizers to tell their stories
their appetizers to tell their stories
their appetizers to tell their stories in much more compelling ways that allow
in much more compelling ways that allow
in much more compelling ways that allow the user to have genuinely unique
the user to have genuinely unique
the user to have genuinely unique experiences and as a result of that
experiences and as a result of that
experiences and as a result of that you’re seeing some big brands already
you’re seeing some big brands already
you’re seeing some big brands already leaning into VR so from McDonald’s to
leaning into VR so from McDonald’s to
leaning into VR so from McDonald’s to North Face to Marriott they’re all
North Face to Marriott they’re all
North Face to Marriott they’re all trying to work out how VR can add value
trying to work out how VR can add value
trying to work out how VR can add value in their particular industry because in
in their particular industry because in
in their particular industry because in a lot of circumstances there’s not a lot
a lot of circumstances there’s not a lot
a lot of circumstances there’s not a lot of innovation taking place with
of innovation taking place with
of innovation taking place with marketing in this world so VR allows
marketing in this world so VR allows
marketing in this world so VR allows them a new way to bring their stories to
them a new way to bring their stories to
them a new way to bring their stories to life and this is an example of a brands
life and this is an example of a brands
life and this is an example of a brands that we work with but again for brands
that we work with but again for brands
that we work with but again for brands from a range of different industries
from a range of different industries
from a range of different industries range of different environments and it
range of different environments and it
range of different environments and it isn’t a case of there’s one particular I
isn’t a case of there’s one particular I
isn’t a case of there’s one particular I always get asked you know what’s the
always get asked you know what’s the
always get asked you know what’s the low-hanging fruit what’s the one
low-hanging fruit what’s the one
low-hanging fruit what’s the one industry that you think they are working
industry that you think they are working
industry that you think they are working and genuinely there isn’t one it VR can
and genuinely there isn’t one it VR can
and genuinely there isn’t one it VR can work anywhere it just needs the
work anywhere it just needs the
work anywhere it just needs the creativity and thought behind it and the
creativity and thought behind it and the
creativity and thought behind it and the halo effect for that is actually from
halo effect for that is actually from
halo effect for that is actually from the research there’s a from the people
the research there’s a from the people
the research there’s a from the people that use VR there’s a massively positive
that use VR there’s a massively positive
that use VR there’s a massively positive effect so 60% of people forming a more
effect so 60% of people forming a more
effect so 60% of people forming a more positive view of that brand seeing it’s
positive view of that brand seeing it’s
positive view of that brand seeing it’s for thinking I’m more likely to buy
for thinking I’m more likely to buy
for thinking I’m more likely to buy their products and even here I think
their products and even here I think
their products and even here I think them it’s the most powerful slide people
them it’s the most powerful slide people
them it’s the most powerful slide people that try the offices from a Nielsen
that try the offices from a Nielsen
that try the offices from a Nielsen study are 83 percent more likely to
study are 83 percent more likely to
study are 83 percent more likely to enjoy that experience to be engaged with
enjoy that experience to be engaged with
enjoy that experience to be engaged with it and also recall that brand and again
it and also recall that brand and again
it and also recall that brand and again if you are a brand if you’re an
if you are a brand if you’re an
if you are a brand if you’re an advertiser that is incredibly you know
advertiser that is incredibly you know
advertiser that is incredibly you know that what the possibilities that opens
that what the possibilities that opens
that what the possibilities that opens are endless for a brand so but also one
are endless for a brand so but also one
are endless for a brand so but also one of the key is making sure that as the
of the key is making sure that as the
of the key is making sure that as the industry evolves that what we have is
industry evolves that what we have is
industry evolves that what we have is distribution and allowing people to see
distribution and allowing people to see
distribution and allowing people to see that content I think a lot of the
that content I think a lot of the
that content I think a lot of the challenge in the industry at the moment
challenge in the industry at the moment
challenge in the industry at the moment is even as a consumer if you want to go
is even as a consumer if you want to go
is even as a consumer if you want to go and get into VR where do you start what
and get into VR where do you start what
and get into VR where do you start what product you buy do you buy a mobile VR
product you buy do you buy a mobile VR
product you buy do you buy a mobile VR headset you buy oculus rift do you buy
headset you buy oculus rift do you buy
headset you buy oculus rift do you buy HTC vive and I think what’s important
HTC vive and I think what’s important
HTC vive and I think what’s important for the industry is to make sure that
for the industry is to make sure that
for the industry is to make sure that whatever content is created is available
whatever content is created is available
whatever content is created is available across all of these mediums so who
across all of these mediums so who
across all of these mediums so who wants to try VR can try it regardless of
wants to try VR can try it regardless of
wants to try VR can try it regardless of the platform they’re on and I think that
the platform they’re on and I think that
the platform they’re on and I think that will settle down is this kind of land
will settle down is this kind of land
will settle down is this kind of land grab subsides over the next couple of
grab subsides over the next couple of
grab subsides over the next couple of years so yeah so a range of different
years so yeah so a range of different
years so yeah so a range of different opportunities are available for original
opportunities are available for original
opportunities are available for original content to co-productions of IP holders
content to co-productions of IP holders
content to co-productions of IP holders to pure branded content when players
to pure branded content when players
to pure branded content when players such as The North Face Hellmann’s lam
such as The North Face Hellmann’s lam
such as The North Face Hellmann’s lam rover are all looking at saying we have
rover are all looking at saying we have
rover are all looking at saying we have this great story to tell we have
this great story to tell we have
this great story to tell we have innovation we have technology we have a
innovation we have technology we have a
innovation we have technology we have a story behind who we are and what they’re
story behind who we are and what they’re
story behind who we are and what they’re all looking at doing is saying how do we
all looking at doing is saying how do we
all looking at doing is saying how do we utilize VR how do we utilize its power
utilize VR how do we utilize its power
utilize VR how do we utilize its power to make sure that we can tell that story
to make sure that we can tell that story
to make sure that we can tell that story in a new way so I think you’ll see how
in a new way so I think you’ll see how
in a new way so I think you’ll see how the next couple of years more and more
the next couple of years more and more
the next couple of years more and more brands more and more organizations
brands more and more organizations
brands more and more organizations really looking at how they utilize the
really looking at how they utilize the
really looking at how they utilize the true power of VR and also how they
true power of VR and also how they
true power of VR and also how they harness the adoption that will come in
harness the adoption that will come in
harness the adoption that will come in the marketplace ie people having VR
the marketplace ie people having VR
the marketplace ie people having VR headsets in their houses and in their
headsets in their houses and in their
headsets in their houses and in their homes how they utilize that to provide
homes how they utilize that to provide
homes how they utilize that to provide benefits to their business so yeah so
benefits to their business so yeah so
benefits to their business so yeah so the time is not tomorrow or later this
the time is not tomorrow or later this
the time is not tomorrow or later this Google Image Search says it is now thank
Google Image Search says it is now thank
Google Image Search says it is now thank you very much
you very much
you very much [Applause]
”
Be First to Comment