Candy introduces VR in its strategy


After the good experience at IFA Berlin 2017, Candy Group has planned to give virtual reality an important role within its marketing and communication strategy. The Italian company used this technology of latest generation during the German exhibition, where it offered its visitors the opportunity to see the performance of the Hoover’s “Kitchen of the Future” using VIVE, one of the most sophisticated and advanced viewer on the market, so that the users were able to discover the potential of the products through virtual reality. Within the 1000 square meters of the Candy Group pavilion at IFA, the method was extended to four experiential areas dedicated to Hoover products.
It is not a case that innovation is at the center of Hoover mission, as the brand payoff (“Born Innovative”) underlines in the new communication strategy. After the positive pilot test at IFA, Candy intends to focus its resources on VR technology, expanding its potentially to infinite application areas. The goal is to use it to the benefit of different business divisions, such as R&D and one of the short term goal is to bring virtual reality into all the showrooms of the group, creating a new and technologically advanced world, within the existing exhibition spaces.
VR requires specific skills in script formulation, different from traditional video. For this reason, Candy Group started a partnership with the creative studio Bonsaininja. To see Hoover VR Experience 2017, visit: