Topic：A new – frontier: the cross-over between virtual and reality

12.01 Sub-track 1  11:45 – 12:25

Introduction

Virtual Reality surely will be voted the top buzzword of 2016. Innumerable new hardware startups have sprung out of nowhere, creating the infrastructure that supplies 360 degree cameras, headsets and all kinds of elaborate arcade-hall equipment. But what does it mean for brands? Does it make sense to be an early adopter? How to judge the value of VR against marketing success indicators? And how to get started? Dirk will share the success story of Zanadu Travel VR and give direction to navigate the current and future VR trends.

Dirk Eschenbacher
Co-Founder & Chief Creative Officer
ZANADU – China’s leading luxury travel and lifestyle platform

Hello. I am a designer, marketer, adman and digital producer based in Beijing, China. I work between technology, marketing, branding and design.

In 2012 my partners and I started ZANADU, the premiere high-end travel website in China. We curate the world’s most amazing travel experiences to Chinese travelers. As Chief Creative Officer I look over the ZANADU brand, the creative department and the VR studio, amongst many other things.

Before ZANADU I held several senior creative positions with OgilvyOne, Ogilvy & Mather and DDB across China and Asia. Together with my teams of talented writers, designers and technologists we won plenty of creative and advertising awards for work on many Fortune 500 clients. Amongst those trophies was China’s first ever Cannes Cyber Lion and China’s first D&AD yellow pencil.

I am also a partner in China’s best venue for live music, Yugong Yishan (www.yugongyishan.com) and I ride my motorbikes whenever the Beijing air quality permits.