Experiential marketing expert Parveez Nasyam, CEO & MD – Xenium Digital, writes on invitation about how, by using technology as the enabler for sharing experiential content and spaces, brands are saving consumers time thanks to experiential tech for creating to make believe
Time and tide wait for none. The saying reflects the ideology of scholars and creators around the world. Time is a quantifiable factor and much more valuable than money, as money can be earned and spent, but time is only lost. A time travel machine would probably be the greatest invention in our lifetime.
Today, brands are targeting the millennial republican parties, the growth lovers, the change makers, the early adopters. Digital transformation isn’t restricted to age, time, status or education. It is a way of life. And as intrinsic and basic to our lives as fire and electricity have been ever since they were first experienced.
The Digital age is saving time. Brands are on board with this idea. They are not re-inventing the wheel; just creating a simulation that looks like one. Much like Grohe’s idea of showcasing their shower systems to their customers as opposed to installing the system at home for trials or pushing the customer to take a shower at their retail outlet. Grohe’s virtual reality simulator based on the user inputs would showcase all the patterns in which the system would dispense water. The customer can make their purchase decision almost instantly.
Even going through brochures is a thing of the past. Honda flexed their corporate muscles by showcasing their presence in industrial verticals other than automobiles at the Delhi Auto Expo. Two huge vertical screens merging with a touch interactive screen placed perpendicular for the users to interact with was a brilliant way of displaying their products.
Axe has managed to surprise its potential customers for their campaign, ‘fallen angels’, by showcasing gorilla-projection-based ads, in which the ad would project on a wall near a person, giving the illusion of some activity happening within the wall and an angel is walking up to them, after it breaks into two.
The ad is appealing and puts their message across instantly, and if the consumer is on their way to a shop to make a purchase, chances are that Axe, being on top of their mind, will be the first thing they ask for when they see it on the shelf. Deodorant equals Axe. Time saved, message simplified.
Experiential technologies make believe, to instantly create. D’décor was one of the early adopters in the experiential revolution, displaying the patterns and colours of bedsheets chosen on an actual physical bed, reducing the hassles of going through massive endless brochures to visualize the décor in their home.
Today we live in the age of convenience. It is granted to everyone; it can be accessed by anyone. Earlier, we had people to do so — servants, helpers; today we have the technology.
Brands believe in it as well. It is beneficial not only for consumers, but also for employees. Induction sessions used to take up a chunk of the HR’s time – across giving the employee a tour of the organization, explaining the hierarchy through static presentations or trying to make them understand the kind of work happening in the organization. All of this can be incorporated into a VR-based simulation. The experience is unique, and the setup is simple. Time saved is money well spent.
Technologies such as Microsoft’s Hollow Lens, Google Glasses and Epson’s Moverio augment accessible information over existing objects and people. With the right kind of integration, showcasing any kind of information over anything in a user’s line of sight can be not only time-saving but life-saving as well, when applied in the right kind of situations.
Interactive learning has taken a giant leap forward as well. Brands are developing experiential solutions in the education sector too. Kids respond to images and videos a lot more than they respond to text, which is why interactive touch-based solutions are the future of learning.
Brands are sprinting, flying and teleporting themselves in the general direction of digital transformation. Experiential marketing is just a component in this transformation. But a very important one. It may not be the time travel machine we hoped for, but it is the one we deserve.