Varjo´s VR and XR headsets have been one of the most anticipated new technologies of the 21st century. The launch of the next generation XR headsets started a whole new era in immersive computing. Varjo XR-3 and VR-3 headsets take you to another level of performance and emotional immersion – recreating the exact feeling and conditions of real life, allowing you to perform better and learn faster.
Varjo joined forces with 20/20 to strategize the launch of their vision and the product launch. 20/20 Helsinki created the marketing concept, strategy, visuals, copy, films and website that tell the amazing story of the technology that changes virtually everything for every workplace.
From the very beginning, Varjo have built their products for visionaries in some of the world’s most demanding industries. Varjo is the first and only company in the world to deliver human-eye resolution virtual and mixed reality devices to meet the most demanding enterprise applications across training and simulation, design and engineering and research. Now Varjo´s new XR products are designed to serve an even wider range of businesses enabling true immersion and pushing the boundaries across industries.
Our insight for the launch concept was to empower professionals to focus entirely on their job, forgetting the technology is even there. Varjo is revolutionizing the way work is done by immersing you in the most natural mixed and virtual reality environments ever constructed.
Our insight for the launch was to show how the highest performance XR is designed for every workplace, from space training to a product designer and anything in between.
Most tech companies are marketing-wise super specs-heavy, especially when talking to professional audiences. Specs are important, of course, but we decided to take a more human and consumer-facing approach. We created a bold, beautiful world where real and virtual elements blend together naturally, just as they do with Varjo’s technology.
Varjo XR-3 & VR-3 product launch film is a combination of visionary and inspirational use cases of present and the future, showcase of the actual shot-through footage of the product, quotes that we hear during the film from selected partners and a celebration of the new features and design of the headsets. We want to paint a wider picture of the possible use cases and at the same time communicate that the new products are more accessible to wider audience.
Varjo.com was the main hub of the product launch. The website provided the in-depth information on the product but also reflected the concept and the powertful visuals. The look and feel of the entire site is inspirational yet functional. The product pages played a crucial role with high-quality product images, an inspirational story and all the product details. Testimonials from some of Varjo’s biggest partners – including Boeing, Laerdal, Lockheed Martin, Kia, Unity, Epic Games and more – were used to bring the features to life.
The goal was to empower forward-looking professionals and to launch the products to a wider audience. The launch was a huge success passing sales targets during the first weeks. The film, site and selling materials helped make Varjo the most talked XR brand – with over 250 articles reaching millions of people worldwide.
”Varjo is stepping to the moment with the most sophisticated XR headsets in history.”
”A headset that more businesses and other organizations can afford.”
”Varjo's lidar-enabled XR-3 VR headset shows where VR and AR are bound to blend.”
”Bringing the sense of immersion and presence to markets where precision is a must.”
VB Venture Beat
Chief Marketing Officer: Jussi Mäkinen
Marketing and Communications Lead: Annaleena Kuronen
Creative Director: Jyri Rapo
Client Director: Mia Oksala
Copywriter: Christian Tierney
Production Company: 20/20
Director: Jyri Rapo
DOP: Anton Tevajärvi
Producers: Mia Oksala, Anu Veermäe-Kaldra
VFX: Post Control
Music & Sound Design: Kaukolampi
Voice-Over Mix: Jani Saajanaho
Photographer: Anton Sucksdorff