Immersive technologies are for real and they’re here to empower brands to create experiences like never before. Brand-created virtual environment can inform, educate and entertain consumers. Brands can stimulate one or more of the five human senses to create perceptually-real sensations. On a spectrum that has the real-world and virtual-world on its extreme ends, augmented reality and 3D (audio and video) technologies finds a place closer to the real-world and virtual reality finds a place closer to the virtual-world.
Augmented reality is a technology that augments our real-world; it enhances consumer experience by stimulating what we see, hear, feel and smell. A brand marketer can add graphics, sounds, haptic feedback and smell to the natural world as it exists.
Virtual reality is a technology that creates completely imaginary world; it makes your consumers feel and believe that they really are there, both mentally and physically. A brand marketer can take consumers to Pluto, help them befriend the sea world, and give them the opportunity to share a platform with their favorite celebrity, Jennifer Lawrence.
APPLICATION ACROSS INDUSTRY SECTORS
Alice lives in a world that is experiencing brand clutter. Connect with Alice in the wonderland and you’ll create top-of-mind recall!
can create virtual experiences of driving the car in a dessert, or on a hill top, or on a riverfront.
can create an illusion of walking inside the heart to understand the impact of meal on health.
ENERGY DRINK BRANDS
can take consumers to Hogwarts School of Witchcraft & Wizardry to help Harry Potter fight Voldemort.
can create a dream world where consumers walk and talk with their favorite Barbie Doll.
IMMERSIVE TECHNOLOGY USE CASES
There are endless possibilities that immersive technologies offer. Constems-AI collaborates with brands to ideate and create memorable customer experiences. We help brands harness a plethora of opportunities that immersive solutions offer. Based on our recent discussions with prospects and clients, a few case examples are cited below:
HAPPY DENT CAMPAIGN
Oral care brands such as Colgate and Pepsodent have a huge untapped market in India. Recent reports revel that only 55% of the Indian population uses toothpaste and less than 15 percent of the Indian toothpaste users brush twice a day. Most oral care brands have been running awareness campaigns around “benefits of brushing”; such programmes have enjoyed longest run and perhaps will continue to do so for at least another decade.
In the real estate sector, plans explained on paper often turn out to be different after project completion. This results in changes having to be made, which is extremely expensive. Architectural films can create VR version of their site and present the interiors of high-end residential and commercial premises to clients even before the construction work begins. Viewers can not only walk-through, but also inspect minute details and provide feedback on the layout design.
REAL FRUIT JUICE CAMPAIGN
The packaged juices industry is rapidly growing in India. The growth can be credited to urban households where consumers are replacing carbonated drinks with healthier options. However, the industry is struggling to penetrate in the Tier II and Tier III markets. Consumers in these markets prefer fresh juices over packaged ones as they are comparatively cheaper and also in sync with the traditional belief that juices are best consumed when freshly pressed.
TEST DRIVE IN AIRPORTS
Automobile brands often host activation programmes in malls, airports and open grounds. While high foot fall is the advantage, inability to test drive the car is the limitation. To provide immersive experience, brands can create a virtual world in which customers can test drive. This is a form of transformational advertising where marketers have the opportunity to create meanings and feelings that consumers otherwise wouldn’t experience.