Title	URBAN ESCAPE VR - THE ROOFTOP EXPERIENCE
Brand	AMF FASTIGHETER
Product/Service	URBAN ESCAPE / OFFICE REAL ESTATE
Category	B02. Use of New Technology in a Promotional Campaign
Entrant Company	MOBIENTO Stockholm, SWEDEN
Advertising Agency	MOBIENTO Stockholm, SWEDEN

Name	Company	Position
Sebastian Melchor Hedman	Mobiento	Visual Designer
Helena Magnusson	Mobiento	Project Manager
Frans Borgstrand	Mobiento	Account Director
Zaidin Amiot	Mobiento	Creative Technologist
Sebastian Buks	Mobiento	Developer
Daniel Nyberg	Vobling	VR developer/3D artist
Hanna Sandberg	AMF Fastigheter	Project Manager (Client)
Cecilia Österholm	AMF Fastigheter	Communications Manager
Monica Eskedahl	Freelancer	Designer
Lena Sjödin Roman	Freelancer	Copywriter
Peter Sydén	Klevgränd	Sound

The Brief

AMF Fastigheter is about to re-construct an entire block in Stockholm into a new cityspace called Urban Escape, offering an environment for innovation, creativity and co-creation. To attract tenants for the 62 000 m2 offices, and to motivate some of Stockholm’s highest fees, it was key to convey the vision of Urban Escape, rather than handing out traditional brochures and specifications.. We wanted to create a sales material that would not be tossed away when returning after a viewing, but rather activate the co-workers, the board, and the office purchase specialists. To practice the innovative message that Urban Escape preaches.

Campaign Success

The campaign was first launched October 27. A direct mail send-out to 200 targeted companies within the Stockholm region landed in the mailbox October 28 The direct mail included Urban Escape branded VR-goggles. PR activities / pressrelease was sent out October 28 The full sales material (the so called house box) with brochures, maps, 3D-printed buildings, VR-goggles, headphones, and more is ready for handing out to potential tenants during the sales meetings The VR app will be used for promotions during events at the shopping mall that is located in the heart of Urban Escape (currently in full commercial use)

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign was first launched the 27th of October 2015 and the initial results show great interest from the target audience and from industry press. The campaign was featured in Sweden's leading industry media Dagens Media. The 28th of October, a direct mail with Urban Escape branded goggles landed in the mailbox of 200 selected companies, and the sales representatives report increased incoming calls. The campaign is now picking up speed in social media, including > 2 000 viewings on LinkedIn the first day. AMF Fastigheter now plans to take the concept to the next level by adding new VR experiences to the app, for example interior views and the highly profiled entrances.

Explain why the method of promotion was most relevant to the product or service

This campaign is all about activating the stakeholders in the decision making process for signing office contracts in central Stockholm, and promoting an office environment that currently is more of a vision than actual buildings. The buildings will be ready for moving in between late 2016 – 2019. Most people have not yet had their first Virtual Reality experience, and by providing targeted potential tenants with a pair of VR goggles and a free app to download, we created both an impactful experience and a glimpse of the future. The VR-app activates the stakeholders in different contexts: during the sales meeting, in the board room and round the lunch table at the office.