South Korea’s major marketing and communications services providers are embracing virtual reality (VR) as a new platform to more effectively deliver advertising and marketing messages to consumers amid growing popularity of VR format and content.

According to multiple sources from the advertising industry on Monday, Cheil Worldwide Inc., a marketing services arm under Samsung Group, has been increasingly incorporating VR contents to its advertising and marketing services entering this year. Together with Samsung Electronics Co., the firm operated virtual reality experience centers during the unpacking event for the flagship Galaxy S7 smartphone, the Rio 2016 Olympics and Lillehammer Youth Olympic Games.

Innocean Worldwide Inc., an advertising and marketing services firm under Hyundai Motor Group, is also taking notice of the growing popularity of VR contents. Last week, the company signed an agreement with Facebook Korea to share know-how on various advertising formats including 360-degree videos and promote VR advertisements in mobile app messenger platforms. The agreement comes after Innocean set up a new business curation team in March, which focuses on developing VR marketing contents.

Korean advertising firms have long been aware of the benefits of VR contents to their services and some of their efforts to develop VR marketing have been already acknowledged at home and abroad.

Last month, Cheil Worldwide was awarded with 10 prizes including three Golds at the sixth annual Lovie Awards, Europe’s leading digital marketing award organized by The International Academy of Digital Arts & Sciences, for incorporating VR contents to its advertisements. Cheil Worldwide Germany alone received six awards, becoming the Agency of the Year. The company was highly praised for its BeFearless campaign that helps people overcome acrophobia and feat of public speaking with VR programs.

In January, Innocean also gained attention for embracing VR content to promote Hyundai Motor Co.’s electric vehicle Ioniq. Industry experts said the advertisement has effectively provided consumers with experience of the vehicle’s design and major functions in a first person view as if they are actually driving the car instead of simply delivering specifications.

By Kang Young-woon

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]