The Armchair Heist transforms abstract cyber threats into unforgettable, emotional experiences, driving awareness, engagement, and lasting behavioural change. Malcolm Ché, Head of Strategy & Innovation at Identity, shares how the concept was activated.

Cyber-attacks have become the biggest threats to modern society, and traditional security training often falls short. To truly make an impact on the way individuals understand and engage with digital security, we needed something more visceral, more real. That’s where The Armchair Heist comes in; a pioneering VR activation that turns abstract cyber threats into a tangible, unforgettable experience.

Immersing the audience in cyber security: the power of 360° storytelling

At the heart of The Armchair Heist is a 360° VR experience designed to captivate, educate, and inspire lasting behavioural change. Through an innovative fusion of storytelling and cutting-edge technology, we placed participants directly in the midst of a devastating cyber-attack using the Eden Snacker VR hardware. As they watched their savings disappear in real time, a carefully crafted blend of animation, spatial design, and sound amplified the mounting sense of panic. This wasn’t just a passive viewing experience; it was an emotional journey that forced participants to confront the very real consequences of cybercrime. By making the threat tangible, we succeeded in creating an experience that went beyond knowledge – it made participants feel the risk, embedding a deeper understanding of the importance of cybersecurity.

Why VR? The rationale behind the technology

We chose virtual reality for its unmatched ability to create empathy and promote behaviour change. VR, particularly through 360° video, allows users to step into someone else’s shoes and experience the world from a completely different perspective. Research from Stanford’s Virtual Human Interaction Lab has shown that immersive experiences, like The Armchair Heist, lead to increased and sustained awareness and behavioural change. For our activation, we selected the Snacker VR headset – a user-friendly, lightweight device that eliminates the traditional barriers to VR adoption. With automatic content playback and noise-limiting headphones, the technology became seamless and unobtrusive, ensuring participants could fully immerse themselves in the experience.

Bringing cyber security to life with immersive storytelling

The central narrative of The Armchair Heist follows two characters, Ash and Sam, as they navigate the shock and chaos of a cyber-attack. Brought to life with stylised 3D animation and compelling voice performances from Nico Mirallegro and Taj Atwal, the story created an emotional connection with participants. This wasn’t just about learning what to do in the event of a cyber breach – it was about feeling the terror and helplessness of being a victim. To enhance the immersion, we also designed a physical environment that mirrored the virtual world. A distinctive orange armchair served as the focal point, and authentic props like moving boxes and photo frames reinforced the connection between the physical and digital realms. This multi-sensory approach created a seamless transition from the virtual experience to the real world, making the entire activation feel cohesive and impactful.

Engaging the audience and extending the conversation

After participants experienced the VR activation, the conversation didn’t end. The client’s team of experts was on hand to lead discussions and workshops, reinforcing the lessons learned during the VR experience. This holistic approach ensured that the information participants absorbed didn’t fade away after the event but continued to inspire deeper engagement with the client’s ongoing cybersecurity education initiatives. The modular nature of The Armchair Heist meant we could easily deploy it across multiple locations, from office environments to larger corporate events. With a setup time of under 60 minutes, the experience was flexible and scalable, allowing us to reach over 1,600 colleagues across the UK and Ireland.

Achieving the client’s goals: engagement, education, and behavioural change

Our client’s primary goal was to drive meaningful engagement with their new platform and raise awareness of cyber security risks. Through the immersive experience of The Armchair Heist, we not only made cyber threats tangible but also created an emotional connection that encouraged participants to engage with the platform long after the activation ended. Success metrics include:

  • Increased cyber security awareness: Participants gained a deeper understanding of the risks posed by cyber threats.
  • Greater engagement with internal security platforms: The activation drove significant interaction with the client’s educational resources.
  • Cultural shift towards a security-conscious mindset: The activation led to a more security-aware culture across the organisation.
  • Improved brand positioning: The activation strengthened the client’s reputation as a leader in security awareness.

The lasting impact of immersive storytelling

The success of The Armchair Heist lies not only in its innovative use of VR but also in its ability to create a lasting impact. By turning cyber security from an abstract concept into an emotional and memorable experience, we encouraged genuine behavioural change. Participants left with a sense of personal responsibility for protecting digital assets – a shift that will have long-term benefits for both the organisation and its employees. At Identity, we understand that true change comes from emotional engagement, not just intellectual understanding. Through The Armchair Heist, we’ve proven that immersive storytelling can transform complex subjects into powerful, actionable lessons. This activation is a testament to the power of technology and creativity in delivering meaningful, impactful experiences that resonate with audiences long after the event ends.

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