NOON VR: From Branding to a CES Innovation Award and Best Buy

Challenge

FXGear owned Korea’s first VR HMD and content platform technology, but had no brand or marketing system that worked in global markets. At CES it had to compete with Facebook’s Oculus and Samsung without a six-figure booth.

Approach

I completed the branding within two months of joining and applied it across the product, app, and content platform, leading brand strategy, value proposition, look and feel, and design direction, while personally writing pitch copy and technology wording, defining key visual concepts, and directing shoots.

For CES 2016, I designed a flash mob guerrilla campaign and viral marketing on a five-figure budget instead of a booth, writing and distributing the press releases myself. Top-tier celebrities and creators, including K-pop group Girl’s Day members, were recruited with product seeding alone. Those assets later powered vendor negotiations in six countries and the Best Buy listing. The BIGBANG 10th anniversary 360-degree video app launch and exhibition partnerships were won with marketing materials and proposals alone.

Result

A CES Innovation Award, a Best Buy North America listing, and vendor contracts in six countries. Social advertising ran paid for the first six months, then shifted to an organic growth strategy to manage cost of sales. Early branding, global PR, and IR leadership contributed to a tripled OTC share price.