Hyundai adds a little extra to an already novel marketing tool – 3D Projection Mapping. The power to transform a landscape and immerse the viewer into an alternate reality is what’s driving the WOW! factor in these executions. With the evolution of projection technology, becoming both high definition and cost effective at the same time, combined with a growing expertise of 3D talent the frequency of these executions worldwide is increasing at a rapid pace. Executions can be seen everywhere for anything from promoting movies like Tron and Iron Man 2 to events celebrating new year’s eve to some simply promoting a tourist location. Of course, of all the players in the game brands are right on top with some great work done for Samsung, Vodafone, Red Bull and Hot Wheels to name a few.
This time however for Hyundai the team behind the event in Malaysia has added a little twist. Instead of doing what everybody else is doing. They have managed to create a true to the brand immersive experience by actually putting the car at the center of the stage. The result is a fascinating journey that to my mind is a step above the rest. It rightly delivers on the brand promise of “New Possibilities” – imagine a car driving on the wall! Check out the video below and see for yourself!
“Any sufficiently advanced technology is indistinguishable from magic”
Arthur C. Clarke, “Profiles of The Future”, 1961
This is probably the best way to describe Magnum’s Pleasure Hunt – an interactive experience that has been created to launch a new flavor for their ‘Temptation’ range. Like all good ideas, unconnected elements have been brought together to create an entirely new concept. Treasure hunt, the age-old game used by marketers to death, is presented afresh in the form of a virtual ‘pleasure’ hunt, taking a big creative leap from the original. The target group of ‘pleasure-seekers’ and their passions have been nicely captured through the array of brands selected for the experience.
In the end it’s a simple flash game that makes good use of technology and creativity to create a feeling of going from site to site as our virtual girl interacts with elements on the screen to collect bonbons. I think this is a great example of an interactive brand experience executed to perfection. You can experience the magic here or check out the video capture of the game below. It’s definitely worth a play!
No this post is not about the 2012 VW Beetle that was launched earlier this week in three cities around the world. This post is about a profound idea that is changing our world – “Small is the new Big.” The magnitude of this concept is not so apparent at first look but when you think about it our world is becoming smaller in every way imaginable. Being an ad man the earliest example of this phenomena was seen in the 1950s when Bill Bernbach engineered the idea of “Think Small” to introduce the Beetle which was relatively a smaller and a simpler car than it’s competitors.
At the time this was a radical idea where big was always better than small. Soon however small became the norm. The concept was here to stay as it evolved from something that was undesirable to something that signified technological innovation. Today for everything from the iPod Nano with multi-touch to the latest Intel microprocessor small is the new big.
Then something else happened. Small took popular culture by a storm. A concept that was largely limited to technology and the manufacturing industry started to impact everything from entertainment to communication and even business. The longer way of communicating through letters changed to shorter instant mail. With the advent of YouTube the way we consume video evolved to include everything from the 60 minutes plus content to short clips sometimes as small as 30 seconds. SMS has become a part of global communication culture both at a business and a personal level. Teens have even created their own short hand language which they use while they instant message over the internet. Blogs have redefined the publishing industry. While people still read a lot of books (and e-books), a lot of them read content online on blogs and they are far smaller than other types of published material. Twitter has taken this one step further by introducing us to micro-blogging and limiting what we share at a time to 140 characters. The world has becoming a really small place. Science is proving that we are separated to each other by only six degrees. That means all six billion of us are connected to each other in as many as six steps. Those who are on social networks like Facebook, Twitter or LinkedIn for example. a connection can be made in only one small step.
And now Rory Sutherland on TED. talks about the power of small to have a really big impact. He introduces an interesting grid about how certain big things like ‘Consulting’ cost a lot of money but have little real life impact (he does not think highly of consultants…sorry folks!) Similarly ‘Strategy’ is about big actions that create a big impact (Yess!) But what was really interesting was this unnamed quadrant – how some really small actions can have a really big impact. These are usually tactics that seem trivial and counterintuitive as a solution to certain big problems but they work. At this point he is not sure about what to name this concept but he makes a strong case for these certain type of small actions. They could be the key to solving a whole bunch of social, economic and even political problems. Profound. Check out the talk below.
I am not sure if he has managed to coin a name for this yet. Sure would like to give it a crack! Ideas anyone?
Another 3D Projection Mapping wonder! Hot Wheels uses technology to show-off their fastest cars by pitting them against each other in a virtual death race. Customs House, a historic building in Sydney, Australia is the location for this epic event. As seen in other videos from this genre, Hot Wheels pulls off a grand spectacle with all the shabang, from everything falling apart, explosions, fire and of-course flooding! In the light of the recent tsunami in Japan, flooding and water don’t necessarily evoke a very positive image…nevertheless this one is worth a watch!
The whole world has taken this media by a storm. I can’t wait to find the right mix for a client in Saudi Arabia to do a 3D Projection Mapping. The beauty of these executions? They make for a great event and even greater viral video. To top it all they are not very expensive to do either. In the long line of great projection mapping videos here is another one. Kudos to Muse Amsterdam for their work!
Each medium offers a unique opportunity to engage consumers. Some of this new media is enabling ideas unlike anything that could have been done before. Social media provides a great opportunity to create real-time engagement like what we saw for KLM surprises. Similarly digital also allows combining online with the real world. Swedish post has done something similar by combining our auditory sense with the simple principle of interactivity. The objective was to communicate that the green parcels from Swedish Post can be deliver anything overnight. What could be better than actually creating an experience that literally lets people receive anything overnight. Easier said than done I would say. Building on the human insight to shake a gift box to listen and figure out what’s inside, the idea of ‘Sound of Green’ was born. The idea makes good use of digital by allowing a user to select one of eighty boxes, shake it and listen. It makes good use of social media by allowing a user to share the audio clip with their friends and get their help in guessing what’s inside. If the user guesses correctly then he wins the contents of the package which are then delivered overnight completing the experience and integrating perfectly with the brand promise. Simply brilliant I think! Check out the case video. It’s a must-watch!
