Meta and AMV BBDO Win Experience Gold at The Drum Awards for Marketing EMEA 2024 with “Old Dog, New Tricks”: A Case Study

Old Dog, New Tricks from Meta and AMV BBDO took home the prestigious Experience Gold at The Drum Awards for Marketing EMEA 2024. Their award-winning case study showcased the innovative campaign for the launch of Meta Quest 3 in the UK, aiming to revolutionize the virtual reality (VR) headset category.

While Meta Quest is already a category leader, the challenge was to expand the market and appeal to a wider audience, particularly Gen Z culture drivers and trendsetters. The introduction of mixed reality (MR) functionality in the Meta Quest 3 offered a unique selling point, but the team had to overcome existing perceptions and educate consumers on the true potential of the headset.

The campaign strategy focused on showcasing the MR feature in a clear and exciting way, using a combination of traditional and innovative marketing tactics. By creating immersive 4D billboard experiences inspired by popular IP like Ghostbusters and The Walking Dead, the team invited attendees to step into a world where the physical and digital realms merged seamlessly.

The results were outstanding, with Gen Z attendees experiencing a significant increase in understanding and interest in the Meta Quest 3. The campaign generated buzz both online and offline, reaching millions of impressions and sparking conversations across social media platforms and news outlets.

Overall, the success of the campaign demonstrated the power of creativity and storytelling in marketing technology products. By thinking outside the box and leveraging traditional media in a new way, Old Dog, New Tricks proved that innovation knows no bounds in the world of tech marketing.