HTC Vive

INSIGHT

Today’s virtual reality (VR) systems are changing the way that individuals and organizations approach the world. Yet while room-scale VR has evolved by leaps and bounds, the technology is only in its infancy in the Middle East. Most people still do not realize the technology’s potential until they’re put right into the action.

THE IDEA

Bring together players from across the Middle East’s burgeoning VR ecosystem to launch the new HTC Vive Pro headset and demonstrate how enterprises are embracing VR for both entertainment and business in 2018. The resulting “Vive At the Top” event was built and launched at an exclusive panoramic site within Burj Khalifa—the tallest building in the world located in the heart of downtown Dubai. Burj Khalifa was also a strategic partner to HTC Vive in launching the new headset through a corresponding VR adventure experience titled Mission 828.

THE IMPACT

Welcoming +100 KOLs from local businesses, telcos, press, and industry experts, the event publicity reached +18mn individuals in the region and garnered +$300,000 in earned media in the first week. The HTC Vive Pro would go on to receive editor awards from Stuff Middle East and TechRadar ME. Within six months, HTC Vive would be invited to expand strategic partnerships with entities such as Burj Khalifa (hospitality), Dubai Future Accelerators (education), and Dubai Tourism.