Today, the digital world offers a wide range of opportunities to break new ground in marketing. VR advertising in particular opens up an innovative approach for companies to inspire and retain customers. Read on to find out how the targeted use of virtual reality can set new standards in marketing and which specific examples from different industries provide inspiration.
VR advertising - utilising the power of immersive experiences
VR advertising makes it possible not only to convey information, but also to immerse customers in a virtual world of experience. This creates emotions and memories that conventional forms of advertising often struggle to generate. Companies in the automotive industry, the tourism sector and even in retail are increasingly experiencing how this technology supports purchasing experiences and provides new customer impulses.
The car manufacturer Audi, for example, uses the VR Experience to offer potential buyers a virtual test drive with individually configured models. The virtual environment simulates different times of day, weather conditions and sound effects, making the product experience authentic and unique. Customers report that this gives them a customised idea of the vehicle without having to visit a dealership[5].
In the tourism sector, TUI's Virtual Travel Lounge offers the opportunity to explore hotels or activities in advance using VR. Users can take part in a dog sledding tour in 360-degree videos or virtually travel to popular destinations, which often has a positive influence on the booking decision.[5] This immersive preview creates trust and increases anticipation of the actual trip.
Retailers also benefit from VR advertising. For its 40th anniversary, Globetrotter opted for a virtual trip around the world in the store, which was realised as a multi-sensory experience with wind and temperature effects. Customers can experience several continents in just a few minutes and strengthen the brand emotionally. Brand experiences like this attract a particularly high level of attention and are memorable[8].
Practical examples and best practices from VR advertising
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized company from the automotive supply industry used VR advertising to explain its complex components and their assembly processes. A virtual demonstration enabled the sales team to clearly communicate the benefits even to customers with little technical knowledge. This significantly supported the sales process and led to a much faster purchase decision.
BEST PRACTICE with one customer (name hidden due to NDA contract) A luxury property developer used a VR installation to give prospective buyers a virtual tour of a villa before the shell of the building had been completed. This enabled the marketing team to awaken concrete imaginations before completion, touch people emotionally and generate a higher number of sales contracts.
BEST PRACTICE with one customer (name hidden due to NDA contract) In the consumer goods industry, a 360-degree VR campaign was realised in which the target group was able to virtually experience products in their application - for example, a new drink in different flavour worlds. The VR-supported storytelling campaign received a lot of positive feedback and measurably increased brand awareness.
Tips for the successful use of VR in marketing
Successful VR advertising depends on a well thought-out concept that suits the target group. Here are some recommendations for companies:
- Focus on simple, intuitive operation so that users don't fail because of the technology.
- Tell stories that evoke emotions and are meaningfully linked to the product.
- Use VR as a supplement to traditional measures, for example at events or in retail.
- Invest in high-quality content, as credibility and persuasiveness depend heavily on visual quality.
- Actively involve users - interaction promotes attention and recall.
iROI coaching can help with the implementation of VR projects. It supports companies individually, provides impetus for strategy and delivers practical recommendations for the integration of VR advertising into the marketing concept.
VR advertising as a future driver in marketing
The possibilities of VR advertising make it a powerful tool for branding and customer loyalty. Clients across all industries report that immersive experiences provide positive impetus for purchasing decisions. This is not just about pure product presentations, but about the entire staging of a world in which prospective customers feel comfortable and understood.
Packaged in emotional and multi-sensory experiences, VR advertising accompanies the target group very directly and individually. It also acts as a bridge when products or services are difficult to grasp or require explanation, such as in the technical or tourism sector.
Digital advertising is constantly evolving, and VR is definitely a worthwhile way to stand out from the competition and set new standards in marketing.
My analysis
VR advertising offers companies the opportunity to create immersive and emotionally charged experiences. Numerous examples from different industries show how the use of virtual reality has a positive impact on brand perception and leads to stronger customer loyalty. However, the prerequisite for success is careful planning and high-quality implementation. Companies that use this technology in a targeted manner and are supported by consultants such as iROI-Coaching can take their marketing presence to a new level. This creates lasting impulses and innovative customer experiences that complement and enrich traditional advertising.
Further links from the text above:
The 21 best augmented reality marketing campaigns
Examples of virtual and augmented reality marketing
Virtual reality in marketing: examples and benefits
VR marketing: 6 examples of virtual reality in marketing
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