A VR experience to sensitize the CEOs of large companies in the fashion sector to the issue of climate change. If it is true that each of us is responsible of the future of our planet, it is also true that some of us can make a difference.
The "CO2 Management" experience was created for The ID Factory with the aim of raising awareness among the CEOs and Managers of large fashion companies about the issue of climate change. The project started from the need to commercialize a new software provided by The ID Factory that allows fashion companies to quantify the overall carbon footprint (CO2) emitted by their supply chain, but also to reduce it. How? By planting trees all over the world.
From these assumptions, a VR experience was created to stimulate awareness in those who experience it with a clear final message: the reputation of a brand also depends on its ability to respect the environment.
Client: The ID Factory, supply chain platform per l’industria del fashion.
Field: VR for marketing
Type of project: VR – Unity application
Pro and results:
– Dreamlike and unreal experience
– High engagement
– One to one message
– Scalability and spreading
– Unconventional communication channel
Discover: the analysis phase
The development of the VR project started from the analysis of the commercial objectives of The ID Factory. Pursuing internationalization and “high” positioning purposes, an innovative VR experience was developed to be capable of speaking to interlocutors in the luxury sector. Aesthetics, synthesis of the message and choices with a strong emotional impact contributed to achieving the goal: to launch a useful provocation to stimulate awareness and ignite the sensitivity and curiosity to investigate the issue of climate changes,
Design: the ideation phase
The analysis led to the creation of a content capable of speaking to our "inner child". The VR experience allows the user to find himself in an immersive 3D environment that completely surrounds him: a forest full of gray fog that symbolizes pollution in which a little girl appears protected by a glass dome, where she is forced to live to protect herself from climate change. Her voice guides the player in an interactive experience capable not only of turning to a positive ending, but also of increasing people's sensitivity on the issue of pollution. In the forest, everyday objects linked to the world of fashion will appear (bags, shoes, jackets) to release even more carbon generated by the company's production process into the air. The eye pointer allows the player to interact with the environment, neutralize the CO2 load produced and plant a tree in return, which will emerge from the ground, clearing the fog and freeing the child from the protective bell. The Oculus Go headset was chosen to distribute the experience as it is stand-alone and easy to transport and deliver, which are essential characteristics for direct marketing actions.
Develop: the development phase
The analysis and design phases led to the development of a Unity application that allows the customer to create a virtual reality experience for Oculus Go, without sacrificing both quality and performances. As Oculus Go is a device equipped with a low-performance processor, for rendering complex environments such as the forest, the team worked on identifying solutions that would still achieve the desired effect: a dark-looking forest that can transform into an "idyllic" environment by changing the lights. Each 3D element was then optimized to achieve a smooth and natural interaction.
Distribute: the spreading phase
The ID Factory can spread the experience in a simple way through 13 Oculus Go devices to be used with a "one to one" approach at trade shows and in all activities carried out by sellers. In addition, the VR experience was also sent directly to the CEOs of the target companies. The CEOs received a personalized wooden box that echoed the ecological message launched by the experience and contained an Oculus Go headset. Thanks to the "kiosk" visualization mode, the CEOs were able to immediately enjoy the experience by simply turning on the viewer. .