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Boursin launches virtual reality roadshow with BEcause

By Joss Davidge | 2015-07-02

Boursin, the indulgent French cheese brand owned by Bel UK, has launched a new virtual reality roadshow with our help.

Boursin_Sensorium_4The event purpose was to give consumers a more sensory experience of its products. The Boursin ‘Sensorium’ made its first appearance at Westfield Shepherds Bush on 26-28th June.  Next stop will be the Foodies Festival at Alexandra Palace, London from 3rd-5th July before the experience visits a series of other Foodies Festivals and Country Shows over the summer.

Check out the 360 video of the #Boursinsensorium virtual reality experience below (pro tip: to get the full virtual reality experience, use Chrome or an iOS device to view this video) :

Our new virtual reality experience uses Oculus Rift headsets to allow participants to virtually explore the contents of a fridge and experience the best Boursin ingredients up close. 

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The new VR brand experience is designed to recruit new and more frequent consumers to the speciality cheese brand and its various flavours, such as Black Pepper and Shallot & Chive, which are now available in portions. 

Alongside this sensory experience, consumers will be offered samples of Boursin’s Black Pepper and Shallot & Chive flavours, with chives and peppercorns prevalent throughout and incorporated into furnishings. 

This new experiential marketing campaign is part of a wider strategy to encourage consumers to trade up their everyday treats for something a little more sophisticated.  The live activity is backed by influencer relations with lifestyle and food bloggers and targeted digital activity on paid-media.

Emma Browne, Account Director, BEcause, said:

“There are so many delicious and unique flavours in the Boursin portfolio, and we’re looking forward to driving awareness of these through a combination of engaging and immersive virtual reality and sampling experiences. We’re confident that our activations will challenge pre-conceived perceptions of the Boursin brand and help it to own more indulgent moments.” 

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