Meta | The Conversations Campaign
Strategy & Research
Pitch Writing and Presenting
Budget
My Roles:
The Ask:
Make Meta Quest VR essential to college students.
The Problem:
Mainstream college students are currently indifferent to Meta Quest 2.
βI mean, I think itβs cool but itβs not something that Iβm super into. Iβm just not a very big video games personβ
β Emily, 24
20
Copy Tests
24
Concept Tests
580
Surveys
Interviews
40
3
Focus Groups
Insight:
Whatβs most essential to college students isnβt a laptop, notebook, or even bedsheets, itβs moments. Memories. Intangibles.
InΒ·tanΒ·giΒ·bles
/Δ«ntanjeb(Ι)ls/
1. Human connections unrestricted by time and space.
2. Unforgettable experiences worth sharing with others.
Intangible Moments look like getting lost in a game, bonding with your freshman roommate.
Taking a risk, discovering an unexpected passion.
Or, even, staying up until 4am working out the perfect pitch script with your new best friends.
Through Meta Quest 2, intangibles are unrestricted by distance and challenges of reality. Otherworldly, memorable, bonding experiences are within reach.
Strategy:
Agency 982 set out to leverage intangibles held through Meta Quest 2 as essential to the college experience, positioning the headset for the mainstream rather than just βgamersβ.
College students donβt find Meta Quest 2 product features essential.
Leverage intangibles held in Meta Quest 2 as essential college experiences.
Messaging strategies weave Meta Quest into existing college conversations.
Barriers
Solutions
VR conversation remains irrelevant to college students.
Print:
We gave our target audience, the Conversation Starters, something to talk about with creative executions that showcase college students sharing an intangible metaverse experience together, through a nostalgic, eclectic design aesthetic. Users are surrounded by objects reflecting activities possible in the headset. Headlines invite consumers into the conversation.
Video:
Meta Quest 2 is the solution to an exaggerated and humorous college scenario. Retro-style production and audio speak to Conversation Starters and their daily challenges while breaking through the clutter with an ownable style.
Media Strategy:
Along with digital and social platforms like Instagram, TikTok, YouTube, and Twitch, Agency 982 chose to utilize Tinder, as college students spend a lot of time and plan many intangible moments there. Why not test the waters on the first date at a virtual meta-quest concert or game of put-put in space?
Promotions:
57% of the budget was allocated for promotions because education alone is not enough to persuade Conversation Starters. They are invited to experience intangible moments for themselves.
One of seven engaging campaign experiences is our Drive-In nights held in the Football Stadiums of our 25 college spot markets! Friend groups will reserve an old-school vintage car to enjoy an interactive VR short film using a Meta Quest 2 headset. The night will include photo ops, branded merch and snacks, and fireworks, and effectively showcase the intangibles to be had with this product.
Download the full campaign book to read more about our award winning work!
NSAC 2022 District 10 1st Place
NSAC 2022 District 10 Best Presenter (Individual)
NSAC 2022 National Champions
Gold Addy
Results:
Meta Team:
Account Executive: Grace White
Creative: Gray Roach, Hannah Boyd, Aaron Thompson, Adam Bennet, Chris Daul, Katelyn Ling, Victoria Newell
Research: Brelyn Bashrum, Ashley Snyder, Mallory Rosetta
Media: Hudson Gregg, Ana Bonilla, Bri Macri
Promotions: Jama Williamson, Keely McMillian
This team holds a special place in my heart. As a freshman, I was lucky to be surrounded and mentored by incredible leaders and upperclassmen who pushed me to do better work and learn everything from basics like what βTAβ stands for, to the complexities of uncovering a good insight.