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Boursin uses Oculus Rift for new experiential roadshow

Tuesday June 23, 2015 at 9:51am
Boursin, the French cheese brand owned by Bel UK, is to put a Virtual Reality experience using Oculus Rift at the heart of a major new roadshow this summer. The high tech elements are part of a wider marketing strategy to encourage consumers to trade up their everyday treats for something a little more sophisticated. The move by Bel UK will be the first time a food brand in the UK has used virtual reality technology combined with sensory effects to get consumers closer to the best ingredients. The new VR brand experience is designed to recruit new and more frequent consumers to the speciality cheese brand and its various flavours, such as Black Pepper and Shallot & Chive, which are now available in portions. The ‘Boursin Sensorium’ will be managed by live brand experience agency BEcause and launches at Westfield Shepherds Bush Shopping Centre on June 26the to 28th. It will then go on to visit various outdoor consumer shows throughout the summer encouraging people to immerse themselves in the Boursin flavours. Boursin’s new virtual reality experience will use Oculus Rift headsets to allow participants to virtually explore the contents of a fridge and experience the best ingredients up close. A video of their experience will be recorded and sent to their email, which they will then be encouraged to share on social media as part of a competition. Consumers will be offered samples of Boursin’s Black Pepper and Shallot & Chive flavours in immersive branded spaces themed around these two flavours, with chives and peppercorns prevalent throughout and incorporated into furnishings. Stephen Gregory, marketing director for Bel UK, says: “Together with the BEcause team we have created a sensorial journey using leading-edge technology that will elevate the senses in a truly immersive way as well as the brand’s indulgent status.” Other activity as part of the overall campaign includes influencer relations with lifestyle and food bloggers and targeted digital activity on paid-media. Through the Boursin YouTube channel and other contextual food sites, the brand will be driving a competition to win an indulgent dinner for two at Michelin star restaurant Le Gavroche. BEcause was appointed to design and manage the experiential element of the campaign in December 2014, following a competitive pitch.
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