Some, including myself in the past, denounce virtual reality as an entertainment technology without value or even purpose. However, when used properly for immersive narratives that could only be told through the use of the platform, VR can transform a brand's engagement efforts. Which is where our project for home security brand ADT, does the right thing.

A major challenge that this type of VR experience solves for, is how to demonstrate the real value of a service that everyone hopes they’ll never need to use … fires, car crashes, hurricane damage to your home (yes, someone built a VR experience for that) … is that people can’t (or won’t) imagine how helpful and integral a brand really can be. Therefore, verticals such as home security and insurance can benefit from helping show their value by making the unimaginable, imaginable. 

Safe in the knowledge they themselves are not suffering the same fate as the family in this dramatic home fire narrative – recipients of our Google Glass Direct Mail campaign have the chance to see just how decisive ADT people and technology act to save time and lives in alerting first responders. There's certainly peril, and moments of doubt, but ultimately the young family are safe and sound and thankful.

The VR film is being activated across PR, Social, Mail and Search.