5 Reasons Why Brands Need to Jump in on Holograms in 2019
We’re living in the age of experience and nothing has a wow factor quite like holographic technology. The use of holograms in marketing is nothing new; Kellogg’s first used holographic displays to boost sales back in 2009. But the latest generation of holographic devices that began appearing in 2017 has altered the face of retail and marketing. An ever-increasing number of brands are harnessing the power of immersive 3D holograms to reach out and form stronger relationships with their customers like never before. Here are five reasons why brands need to aim high and make holograms a part of their marketing strategy in 2019.
Reason #1. Holographic tech has finally come of age
Holographic tech has come on leaps and bounds since Burberry hosted its holographic runway show in Beijing in 2011. While Back to
the Future fans may be disappointed that it still isn’t possible to make holographic sharks leap out of billboards, holographic displays have finally become usable, practical and accessi- ble to almost every brand, regardless of their budget. The latest holographic display systems, such as Holofan, let anyone create images that appear to be floating in mid-air. Holofan modules have rotating arms that contain LEDs controlled by a central processing unit. As the arms start to spin, 3D video content is present- ed on the surface of the arms as a hologram. These plug-and-play systems can be installed anywhere and make immersive holographic technology accessible to a wide range of retailers, sports venues and brands.
Reason #2. Holograms help you capture and extend consumer attention
In a constantly changing world, wrestling for consumer attention both online and offline is increasingly challenging. SEO, social media, content marketing and other aspects of digital marketing are undergoing dramatic shifts and brands constantly need to rethink their marketing strategies. To stay ahead in the race, holographic technology can help you command consumer attention and communicate your message more effectively.
During last year’s Supernova tech festival in Antwerp, we helped Exellys, Belgium’s leading IT talent integration experts, showcase their company through a unique holographic display. Exellys aren’t just another staffing company, they are in a category of their own. As IT talent integrators, they attract the best young IT talent and help nurture them towards excellence. They needed a display that would capture people’s attention and help communicate their vision and mission to festival attendees. Our holographic display helped Exellys’ staff communicate their unique approach to attracting and developing highly talented and ambitious young professionals. The hologram display helped increase footfall to Exellys’ booth by capturing and extending people’s attention.
Reason #3. Today’s holographic tech is endlessly adaptable
Almost every top brand from Samsung, to Coca-Cola, and Apple have experimented with some form of holographic technology over the past couple of years. Today’s tech can be incorporated in multiple ways and on different levels, ushering in a new era of holographic marketing. Holographic displays can be installed anywhere, from retail stores to marketing events, and can display any 3D video content from an SD card or via Wi-Fi.
In retail settings, brands can even incorporate a CMS system so that different stores can promote different products that appeal to their specific customer base. These same displays can be used at trade shows or other events to help generate foot traffic and sales leads.
Reason #4. Holograms have mass market appeal
In 2017, the Belgian creative communication agency Happiness helped Carlsberg celebrate its 170th anniversary by putting its founder on a TEDx stage using holography. A holographic projection of the late J.C. Jacobsen gave a fascinating talk about the nature of uncertainty and helped generate significant consumer and media attention. This idea communicated authenticity and proved that holographic technology has great mass market appeal.
CES 2018 featured many brands making use of holographic displays, most notably Lexus, who used an Animaco projector to give show attendees an interactive look around its latest models.
This use of holographic technology shows how brands can form stronger customer relationships and give them a deeper insight into their products. Lexus isn’t alone: Volvo recently announced plans to introduce holographic technology to their showrooms and let customers take a look under the hood of their latest models. Whether you’re marketing beer or cars, the message is clear: holograms have mass-market appeal and are well received by a wide range of consumers.
Reason #5. Tomorrow’s consumers respond best to immersive, interactive experiences
Research shows that Generation Z (those born between the mid-1990s and the mid-2000s) have a keen interest in interactive narratives and are highly receptive to immersive experiences such as holograms. Holographic technology shows clear potential for helping brands to engage with this demographic. For instance, scientists at Bristol University have already created an interactive hologram that responds to human touch through ultrasound. Brands that want to target the consumers of tomorrow need to appeal to their interests and holograms are the perfect way to create engaging, immersive experiences.
Will your brand prosper in 2019?
As a brand, it’s easy to get lost in the ever-changing swirl of technologies. But if you’re ready to take your marketing efforts to the next level, holograms deserve to be part of your strategy. In today’s world of dwindling attention spans, making people stop and linger in front of your shop or trade show booth can seem like a challenging, if not impossible, task. Holograms help by capturing people’s attention, offering an immersive experience and facilitating a stronger relationship between brands and their customers. If you plan on reaching your marketing goals this year, exploring holograms should be high on your list of priorities.
