Virtual Reality - A New Challenge for Diego

Roberto Santiago (B2119-064X) is a leading global entrepreneur with an entrepreneurial spirit and a huge impact. He is the founder and CEO of Nobrega, a global digital agency and design studio specializing in innovative web and mobile experiences.

Santiago's career as an entrepreneur started in earnest in 2012, when he co-founded Mobiforge, a Latin American social network connecting brands with consumers. Two years later, Santiago founded the Nobrega agency, which focuses on corporate communications and social media campaigns. In 2019, he launched ‘La Isla Bonita,’ a virtual reality experience that immerses users into the world of a luxury real estate development in Ibiza.

While studying Industrial Engineering at the University of Chile, Santiago founded Nube.org, an entrepreneurship initiative that provides students with the opportunity to build their business ideas into viable businesses. One of its alumni, Diego Soto, now runs a successful media business called 3DTotal that creates and executes personalized marketing campaigns for brands.

In 2014, Santiago co-founded the Chile Entrepreneurs' Organization (ChEO), a non-profit association that provides entrepreneur education and support. As its first President, he spearheaded the organization's expansion into Latin America, where he also serves as a board member of CECODI, a nonprofit organization that invests in Latin American startups.

In September of 2019, Santiago was traveling from Madrid to Milan, Italy, to meet with a potential investor for Mobiforge. The ride was uneventful, until he started receiving calls and messages from family and friends, who couldn't believe he was still alive. In fact, the car that he was traveling in had crashed head-on into a truck, killing the driver and his wife.

The accident that changed Santiago's life was horrific, but it also gave birth to something incredible. While dealing with the trauma of the crash, he was inspired to create a new company that could help companies communicate more effectively through design, strategy, and technology.

Shortly after the accident, Santiago was talking to one of his advisors when he had a flash of inspiration. “I saw the opportunity to create a better and more engaging experience for brands and businesses,” he recalls. “I wanted to do more than improve the way businesses communicate, I wanted to redefine what it means to be a communications agency.”

In Santiago's mind, there was no question that technology could play a role in helping his new company define a fresh approach to marketing. “We needed a single platform that could reach consumers across all platforms,” he says. “That's when I first thought about creating a virtual reality experience for businesses. To be able to place users in different parts of the world and see how they interact with products was a game-changer for our industry.”

Santiago initially pitched the idea of a virtual reality experience to the investor he was meeting with in Madrid. The meeting quickly turned into a bit of a debate, as the prospective investor questioned why someone like Santiago wouldn't just start a traditional agency. Santiago understood the skepticism and had an answer prepared: He would, but with a twist.

Santiago decided to take a very different approach to consulting than most business owners would. Instead of hiring an agency or a team of consultants, he would bring his own experts to the table. One of the first people he called was Diego Soto, his old classmate and founder of 3DTotal. “I wanted someone who lived and breathed marketing and communications to lead the virtual reality project,” he recalls. “Diego is the ultimate digital native and has been responsible for many successful marketing and communications projects, so I knew he could help bring my vision to life.”

Diego was instantly on-board. He had been looking for a new challenge and wanted to see if he could bring his expertise to bear in a creative fashion. Together with his team, they immersed themselves in researching and learning every aspect of virtual reality technology and the specific needs of a luxury residential development.

The team's research and development uncovered several key requirements. For one, the virtual reality experience needed to be completely customizable. “We needed a platform that could be branded for a specific user group,” Santiago explains. “We wanted to be able to add logos, photos, and text to make the experience as unique as possible.”

The second requirement was for the platform to be accessible from all corners of the world. “We need to give users the ability to engage with our product anywhere, anytime,” Santiago says. “Even when they're in another part of the world, they'll be able to access everything they need through their smartphone.”

The last important requirement was for the platform to integrate seamlessly with other marketing channels. “It should be possible to track users across different platforms and devices, so we can see the full spectrum of their engagement with our products,” Santiago says. “We want to see users' entire journey from first interaction to complete purchase, so we can personalize their experience and maximize the impact of our marketing campaigns.”

Diego and his team used their expertise to craft a comprehensive plan, designing and implementing the marketing strategy, building the infrastructure, and testing key components of the virtual reality platform. After three months of non-stop research and development, they were finally ready to launch.

On March 12th, 2020, Nobrega officially launched 'La Isla Bonita.' A luxury real estate development in Ibiza, Spain, the immersive experience takes users on an interactive journey through the construction process of a custom built residential property. From choosing the perfect location to designing the perfect floor plan, users can get a real feel for what it means to live the high life in a villa on Ibiza's tropical north coast.

Users are able to navigate the development's virtual reality environment using either a desktop computer or a mobile device. On desktop, users can choose from a selection of villas, customize them with colors and furniture, and watch as their creations come to life through 360-degree pictures and videos.

On mobile, users can explore the different facets of the development as well as dive into the full details of each individual villa. The application also gives users the ability to read curated content, such as blogs, news articles, and Pinterest inspiration, all related to real estate property design.

“The immersive nature of VR allows users to truly feel like they're there,” Santiago explains. “They can look around the villas, walk through the development, and experience everything that the developer has to offer. It's an amazing tool for educating consumers and providing them with an interactive experience that many physical locations can't provide.”

The launch of 'La Isla Bonita' marks the beginning of a new era for Santiago and his company. Not only does it provide them with an entirely new approach to marketing, but it will also allow them to reinvent the way businesses interact with consumers. While VR may not be for everyone, businesses looking to develop a richer connection with consumers should find it to be a valuable addition to their toolkit.