OSIM fronts virtual ambassador Rae in new campaign as part of VR pivot

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Singapore wellness brand OSIM has entered the virtual ambassador scene by tying up with VR ambassador Rae for its #uDreamOutOfThisWorld campaign. According to OSIM, Rae is the first virtual personality to join the OSIM family of renowned ambassadors such as JJ Lin, Andy Lau, Sammi Cheng, and Lee Min Ho among others. She currently has over half a million fans on her social platforms. OSIM declined to comment on the monetary value of the partnership with Rae.

As the campaign ambassador, Rae will be featured in the key campaign video that sees her introducing the magic and fantasy in 360° user-controlled VR dreamscapes, from a magical garden to a vast galaxy, specially designed for one who needs a journey to explore and the need to re-connect with one’s health, using OSIM's AI-powered physical wellness scores.

OSIM's spokesperson told MARKETING-INTERACTIVE that the campaign is targeted at the younger audience and urban dwellers profiles who can resonate with this philosophy - to take a pause from life’s stressors and have the courage to always dream and explore - as the product was designed with their mental health needs in mind.

Done in collaboration with OSIM's creative agency Different and PR agency Saffron Comms, it took the brand almost a year to design, create, and to align the new VR experiences with its customised AI-powered massage innovation to create the uDreamPro. OSIM's spokesperson said the brand observed an upward trend of consumers adopting smart wellness technology and home-based smart solutions, from its annual OSIM Wellness Survey, and wanted to upgrade uDream into uDream Pro a smarter technology massage chair powered by AI and VR.

The brand created dreamscape experiences that were immersive and 360° user-controlled to match uDreamPro’s AI-powered massage programs customised to one’s body tension score. After almost a year of iterative development process of user trials, feedbacks and improvements, it created four metaverses for the uDreamPro. This included one guided breathing meditation, all exclusively designed for a tangible impact for consumers. However, OSIM also encountered slight bumps in the journey when working with tech and the virtual world. The team faced some hiccups in creating the VR dreamscapes and met technical curveballs when the single objective was to synchronise the VR dreamscapes into its customised massage products for consumers.

Since last year, OSIM has expanded new product categories designed to target specific consumers in new audience segments such as beauty or gaming. In 2022, OSIM plans to continue creating products that will meet the well-being expectations of these new consumer segments while delivering brand narratives and innovative products with its partners such as Disney and Marvel.

Separately, Rae has also made waves in the industry by partnering with Singaporean musician Benjamin Kheng for a music video titled "WORLDS" that showcases her text-to-speech voice generation technology. The minute-long music video features Kheng’s singing juxtaposed against the virtual influencer’s alto tone with a slight robotic pitch.

Rae was also the first VR influencer in Southeast Asia to launch a collectible series of NFTs. Titles "Take A Byte", the series comprised three animated 1/1 NFT artworks featuring Rae’s most exciting and well-loved Instagram posts. The NFTs were uploaded to Mintable, a popular NFT marketplace headquartered in Singapore.

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