Meta Quest 2
Copywriting, Creative Strategy, Project Management
Virtual reality isn’t just for gaming.
Addressing VR’s gaming problem head-on.
Low awareness and gaming-centric advertising had led Meta Quest to being perceived as just another gaming device, but to win over college students Meta Quest needed to present its headset as something more.
During our research, we came to a surprising epiphany: Meta Quest had features students valued, they just couldn’t see past the headset’s perception as a gaming device to see the real appeal.
Changing the game.
Framing VR as the greatest tool in the ambitious Gen-Z’s arsenal.
To make students view the Meta Quest as an “essential” device, we had to frame the headset as a device that could enhance students’ overall success.
To do that, we challenged students to change their perception of the Meta Quest as a gaming device by showcasing how students had leveraged the power of virtual reality to “change the game” in other areas of their lives.
STEM ads highlight how VR can help students pioneer developments in the medical field.
Architecture ads show students how VR enables new ways to solve problems during the design and planning process.
Inspirational ads show how exposure therapy in VR can help students rise above their greatest fears and challenges.