by Rasmus Wærling Riiser,
Social Media, Cadpeople

We love virtual reality and the immersive storytelling opportunities it gives us. When applied in the right project, VR can be a true game-changer for a business.

And we love talking about VR almost as much as we love designing and experiencing it. So, when Kathrine Louise Kahle and Maria Hjøllund Kibsgaard-Poulsen, master’s students at CBS, contacted us for an expert interview for their master’s thesis about the use of virtual reality in marketing, we, of course, said yes immediately.

Why Cadpeople?

Kathrine told us how they wound up with us: “In our research of agencies who are dealing with VR one way or another, we found many agencies who were interested in VR and maybe had written articles on VR, but back in mid-2016, it seemed that many were hesitant to take the next step and invest in the equipment, programs, etc., that it would take to produce VR in-house.  It was clear to us that you were frontrunners in the game, and that you already had many projects to build your knowledge on.”

At that time, the pioneering VR experience that we produced with MHI Vestas Offshore Wind for the EWEA 2015 expo was one of the only examples of successfully utilising VR in a marketing context.

So, they sat down with Thomas Juel, Partner & CSO, and Lone Finnerup, Partner & Creative Manager, for an interview about the commercial use of VR. In the interview, we emphasised storytelling as a key factor in designing a VR experience. But we also made it clear that we never choose VR for the sake of VR itself. Thomas Juel elaborates: “We go out and uncover the customer’s needs; what stories do they want to tell in the market to specific target groups. And then we find out which channels could be relevant – a website, a movie, an exhibition stand, a touchscreen, augmented reality, virtual reality.”

The future of VR

The thesis sought to identify the current challenges and opportunities in using VR in marketing, and besides interviewing us at Cadpeople, the results were based on testing a concrete VR experience on an audience as well as an extensive survey determining the general stance on VR at this moment in time. Lastly, the project identified how and when VR as a tool differs from traditional marketing tools by looking at VR in the light of classic communication and marketing models. The thesis doesn’t seek to give a clear answer to what the future holds for VR. But it does conclude that VR holds great potential, but financial, legal and ethical reservations halt the full realisation of that potential – and the spread of VR in part depends on industry leaders like Google and Facebook to lead the way.

And we agree with that conclusion. The potential is great but not yet fully realised – and we recently published a blog post about the new, exciting VR announcements from Facebook and Microsoft.

We take pride in being regarded as a leading producer of commercial VR in Denmark. And reading the thesis was a pleasure because we believe that students engaged in VR are vital for the future of virtual reality marketing.


For more information contact:


Partner, CSO
Tel +45 2014 6601