News & Opinion

ESI Media & San Miguel utilise VR to showcase value of experience

Centred around San Miguel’s annual Rich List, which showcases the value of experience over financial gain, the campaign includes a VR experience, bespoke magazine and a dedicated microsite.

The campaign was developed following the House of ESI event last year and was built using ESI Media's Achievement study, showing that the Evening Standard audience is 91% more likely to feel like they're achieving in life than average. The insight shows that across all ages and demographics, consumers measure their success in life through experiences rather than other metrics.

Building on this audience insight, to launch the second San Miguel Rich List, ESI's in-home content creation team Story Studio has built a VR experience, bespoke microsite and stand-alone glossy magazine. The microsite showcases the inspiring stories behind the list; men and women who have dedicated their lives to pursuing experience. The list includes 'Trailblazers', 'Legacy Makers', 'Artisans', and 'Collectives'.

The microsite also hosts a VR film directed by award-winning film maker Darren Emerson, featuring 'Trailblazer' Sunny Strooer, giving viewers a taste for an 'experience rich' lifestyle.

ESI Live – ESI Media's in-house events agency – create a Rich List experience at London Kings Cross station and Birmingham New Street station. Commuters can view the 360 film on a Samsung Gear headset while surrounded by Rich List imagery and a copy of the Rich List magazine. ESI Media worked with VR City, a London based VR production company for the project.

The magazine includes profiles of all individuals on the Rich List, with Evening Standard-commissioned photography from around the world. Distributed across the UK, including at key rail stations and alongside the current issue of Men’s Health, it follows a distribution partnership with Hearst. A cover wrap on 12 September also ran on the Evening Standard to highlight the launch of the list.

Charlie Edelman, director of Story Studio, said: "This work is a perfect demonstration of brand synergy in action – the desire of San Miguel to highlight the value of experiences matches completely with the Evening Standard audience, shown by our insight project Achievement. With this strong base, the creative nature of this campaign utilises our multiplatform portfolio of influential brands, transporting consumers into the lives of those on the Rich List and putting San Miguel at the heart of the conversation."

by Lydia O'Neill 13/10/17

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