A Virtual Journey between Eggs and Apples?

I am not sure how many people reading this are Turophiles, but the person writing this blog is definitely one.

So, who is a Turophile? (Hint: My Favorite is Mediterranean Gouda)

A Turophile is a connoisseur or lover of CHEESE.

All you Marketers, and Humans (OR Extra Terrestrials), let's see how a cheese brand used virtual reality to further its agenda of converting the population into Turophiles.

Boursin is a brand of Gournay cheese with herbs and spices. It has a creamy and crumbly texture, similar to cream cheese, that can be spread on crackers or even pita bread. This set of characteristics make it universally appealing. However, in our digital world, no matter the allure and quality, it has become a necessity to invest in the latest technologies to stay relevant among younger audiences and stand apart from the competition.

The Boursin Sensorium

Prior to the Boursin Sensorium campaign, Boursin was primarily seen as a traditional brand. It needed a campaign that would make modernize Boursin and appeal to a new and younger audience. The brand wanted to increase Boursin’s relevance to consumers’ everyday lives without losing the luxury status. Additionally, educate consumers about their flavors and formats.

Boursin launched a traditional sampling roadshow with inventive use of VR technology. Virtual technology was the foundation of the engagement strategy. The Boursin Sensorium combined live multi-sensory experiences with VR and a 360° CGI film to fully immerse consumers who found themselves flying through the contents of a fridge. The fridge was stocked with delicious foods and Boursin products. The VR experiences took customers through a herb forest, fresh towering vegetables, a garlic pond, crossing the polar freezer where there are giant bottles of bubbly, and boxes of cheese.

Along with an Oculus Rift Headset, there was a soundtrack, moving chairs, cool air, scented fans, and actual product sampling. Boursin was successful in creating a contemporary customer experience and long-term impact. This experiential marketing roadshow toured various food events and inculcated a truly sensory experience within its audience.

The individual reactions to the VR experiences were filmed in small clips for posting on social media using the hashtag #BoursinSensorium. There were lifestyle and food bloggers ensuring digital activity via paid-media.To extend the experience, a special photo-booth also captured fun shots of people inside the fridge surrounded by Boursin ingredients. This was an all-encompassing strategy maximizing digital touchpoints and personalization.

The Cheesy Success

This campaign saw positive reactions from its core younger target audience, with whom it was most keen to engage. Boursin was able to change its traditional image into a modern and unique brand. There was a new level of appreciation for the Boursin product line in the market. The result was that the brand reached around 5 million people and its video got over 200,000+ views. Prior to the event, 19% of consumers claimed to be buying the Boursin brand on a regular and/or monthly basis. Two months later, this figure had almost doubled to 36%. The Boursin Sensorium even won the Masters of Marketing Award for its brilliant execution and effort. The culmination of virtual reality and sampling proved to be a great catalyst for increasing brand visibility and sentiment.

As for me, Boursin — Garlic and Fine Herbs is a part of my everyday actual reality (not virtual). Maybe I am snacking on it as I write this blog!

Disclaimer — This blog is not commissioned by Boursin

However, I am open to compensation in the form of a lifetime supply of Boursin — Garlic and Fine Herbs!