Solution
- Emphasized appeal points beyond gaming to show the diversity of VR devices in a Korean market that saw them as gaming hardware
- Ran pre-launch media relations and used varied channels including blogs and YouTube to raise awareness of VR devices themselves
- Built a positive image as a leader in VR devices and the wider market, centered on expertise: specific technical specifications and business expansion plans
- Raised mainstream interest in VR devices across blogs, YouTubers, and news
Results
- Converted interest into sales through active use of display advertising
- Widened the target from a niche of IT enthusiasts to general consumers with a value-for-money product
- Shifted perception from gaming hardware to all-round entertainment device by drawing on varied appeal points: sports, exercise, education, and film
- Positioned Pico as an industry expert through active media meetings with IT outlets, raising media and public interest
- Strengthened its standing as a force in the VR industry by sourcing and developing items that emphasized technology, expertise, and potential
