Dentsu Aegis Network China launched V-R Lab in Shanghai to inspire and execute innovative marketing solutions.
This follows recent key leadership changes in the group, with new senior appointments.
The lab is set to provide clients with virtual reality (VR) solutions to deepen connections between brands and consumers by providing opportunities to experience explore and deepen their understanding of VR.
The Dentsu Aegis Network V-R Lab is divided into three areas, the VR Bar, VR Experience Zone and VR Lab. The VR Bar showcases the latest VR devices, while the VR Experience showcases content from different VR platforms. The VR Lab will allow marketers to try out the various technologies.
The V-R Lab is set to integrate technology, creativity, content, production and measurement, with the aim of connecting on an intimate and personal level with consumers. The lab is set to allow people to experience VR first hand, along with case studies, serving as an ideas exchange platform to explore the potential of VR applications in marketing.
“Innovation is the cornerstone of Dentsu Aegis Network’s growth, and innovating with clients is our way forward. The Dentsu Aegis Network V-R Lab will allow us to use the latest technologies to optimise brand interaction with consumers. Using the VR technology as a launch pad, the lab will expand its research and development to other upcoming technologies for consumer communications and brand marketing,” said Motohiro Yamahishi, chief executive officer, Dentsu Aegis Network China.
“The launch of the lab is a very positive step towards effectively enabling our clients to develop the most appropriate creative ideas and solutions in the digital environment,” he added.
“With a dedicated space, our partners can continue to incubate and try out ideas using industry’s latest cutting-edge technologies,” said Tony Chen, chief innovation officer, Dentsu Aegis Network China.
“We see the immersive VR experience as having a new impact on the interactive relationship between brands and consumers. The consumer data analysis enabled by VR can help brands acquire deep insights into their target audience. The V-R Lab project integrates not only our professional experts from across the network, but also industry value chain investment in technology, creative, content, production and measurement,” he added.