Dentsu Aegis Network China launches V-R Lab, A Creative Incubation Space to Innovate Marketing Solutions

17 May 2017

Dentsu Aegis Network China today announced the launch of V-R Lab, to inspire and actualise innovative marketing solutions using new technologies. Located in Shanghai, China – a market shaping up to be one of the largest markets for Virtual Reality (VR), the lab is designed to provide clients with VR solutions to deepen the connection between brands and consumers by offering clients the opportunity to experience, explore, evaluate and expand their understanding of VR.

A virtual environment for marketers, Dentsu Aegis Network V-R Lab is divided into three main areas: the VR Bar, VR Experience Zone, and VR Lab. The VR Bar houses the latest VR devices, among them are airVR – the dominant player in casual VR developed by Dentsu Inc., and BVRAIN – the world’s first VR goggles that customises games based on human brain activities developed by Isobar China Group. The VR Experience Zone showcases content from different VR platforms, while the VR Lab supports development and exploration of an immersive and interactive VR experience by allowing marketers to try out the various technology.


Collectively, the lab project will integrate technology, creativity, content, production and measurement to foster more intimate, direct and personal relationships with consumers. Equipped with market-leading VR facilities and technical support, the lab allows people to experience first-hand VR-related knowledge and case studies. It also serves as an ideas exchange platform where industry experts can explore the potential of the latest VR applications in marketing, leading to early access to real consumer VR experiences.


Commenting on the launch, Motohiro Yamagishi, CEO of Dentsu Aegis Network China, said: “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.


“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,” Motohiro Yamagishi added.


On the significance of VR technology for creative incubation, Tony Chen, Chief Innovation Officer of Dentsu Aegis Network China, said: “For the past few years, Dentsu Aegis Network China has collaborated and partnered with leading industry service and technology providers to create one-stop service to marketers that integrates offerings across the value chain. With a dedicated space, our partners can continue to incubate and try out ideas using industry’s latest cutting-edge technologies.


“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. Most importantly, partnering with industry leaders, Dentsu Aegis Network will create more business value for clients by innovating the way brands are built,” Tony Chen added.


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