AUSTRALIA. oOh!media has created an immersive virtual reality (VR) game for users of Sydney Airport’s Qantas Club Lounge as part of a Samsonite activation.

The Australasian advertising specialist’s experiential agency oOh! Edge developed the game, which challenges players to find five Samsonite suitcases as quickly as possible at three famous Paris landmarks: the Eiffel Tower, the Louvre and the Arc de Triomphe.

Samsonite VR game played in Sydney Qantas lounge

Travellers must use Oculus Rift VR headsets to enter the immersive virtual locations

The activation is promoting Samsonite’s new range of suitcases with ‘Curv Technology’ and is running at the lounge throughout April. It was created collaboratively with Posterscope and Dentsu Mitchell.

A Samsonite Curv luggage pack is being awarded to the top player each week, while a return trip to Paris for two and a Samsonite Curv luggage pack will be awarded at the end of the activation.

“This VR game is an ideal way for Samsonite to engage with travellers who are in a positive mindset and willing to have fun while they’re waiting for their flight,” said oOh!media Chief Executive Officer Brendon Cook.

Samsonite – Virtual Reality Game - Eiffel Tower - April 2017

Samsonite suitcases must be found at locations such as the Eiffel Tower in order to win prizes in the activation

oOh!media cited research which had shown that Qantas club members spend around 42 minutes before their flight in the Qantas Club Lounge, which it said “provides an ideal environment for activations that engage more deeply with travellers who like premium products”.

Posterscope Managing Director Bryan Magee noted: “We know from our Out-of-Home Consumer Survey insights tool that the Samsonite audience likes to interact in social environments, so the airport provided the perfect opportunity for the added layer of fun and engagement with the VR game.”

Samsonite National Marketing Manager Dara Tang commented: “We wanted to interact and bring our brand identity to life with potential customers. This virtual reality game perfectly represents Samonite’s focus on innovation and cutting-edge technology.”

Qantas passenger enjoys the Samsonite Paris VR game

Samsonite’s VR Curv campaign is running at Sydney’s Qantas Club Lounge throughout April