Capture attention, create user experiences and convert. This continues to be the increasingly challenging objective that companies face in the competitive world of marketing and advertising. And in this way, holograms offer a range of possibilities to generate more ‘engagement’ with the public.
In this context, this technology allows the creation of high-quality three-dimensional images through light interference: capturing and reproducing light waves that are reflected or emitted from an object in space, allowing the recreation of a 3D image with depth and detail. An almost magical appearance of objects suspended in the air that immediately arouse the curiosity of those who observe them.
For Valeriano Castaño, director of operations at Newtonlab Space, this unique visual effect not only captures the attention of the audience, but also “creates a memorable experience that is deeply engraved in the minds of viewers. He ‘wow’ effect It’s what makes the difference. The combination of technological novelty and the ability to create an impactful visual experience through our creative team is what allows brands to stand out. Furthermore, “the surprise factor and the feeling of witnessing something out of the ordinary increase the likelihood that viewers will share the experience with others, further amplifying the reach of the campaign.”
One of the advantages of holographic images is, without a doubt, their versatility, says Castaño. “From three-dimensional images that float in the air, projections on surfaces such as floors, walls, ceilings, screens or even domes to project product presentations or do interactive demonstrations, brands take advantage of this technology to tell stories in innovative and engaging ways.” And they are increasingly used to attract the attention of passers-by: shop windows, street furniture, points of sale, counters, marquees… Holograms offer impressive versatility in terms of where and how they can be used in advertising. For example, in indoor points of sale, “placing a hologram of the product on the store counter would allow the consumer to touch it and establish a previously unseen sensory experience.”
In sectors such as retail trade or ‘Retail Tech’, they say from Newtonlab Space, “the possibility of having real models in store windows, showing different collections, making catwalks on our devices both live and pre-recorded, showing a life-size car and being able to configure it to your liking, or even make a presentation in Los Angeles while you are in Barcelona, are some of the applications of this technology that we believe can change the way of marketing. This improves the perception of the message, increases dwell time and ensures that the product is displayed realistically and triggers positive emotions.
From the Marketing & Digital Transformation Consulting Inprofit, Jorge Anduix, head of Business Development, explains that “beyond the holographic fans that are capable of projecting three-dimensional images that move according to the wind, if you want to create an impact in passers-by, nothing better than holographic displays“Transparent flat screens – super thin glass – with high resolution and touch screens that allow interaction with the public.”
In retail points of sale, Anduix continues, “hologram lines are beginning to be implemented more and more as an effective strategy because they help conversion a little more thanks to that interaction. That is, they become interactive points where the client can be advised based on the selected product. In addition, hologram technology is being fueled by artificial intelligence. «What you already see is not simply a 3D video, but that hologram begins to come to life. “He listens and can give an answer.”
The multinational Henek, with its brand Dixan, was a pioneer in Spain in this type of three-dimensional campaigns
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Outside the field of marketing, Castaño is forceful: «We cannot think of a sector where it cannot be applied. We use it in military environments (telepresence for senior commanders to be able to communicate, share the design and creation of military devices between different R&D centers), education environments (in universities, classes to reach all homes in very isolated environments, courses remotely), industrial environments for the creation of new prototypes, judicial environment (in trials of people who cannot travel or of prisoners who can testify from prison…).
Despite being an innovative technology, holograms can have a relatively low cost compared to other cutting-edge technologies. This is because its implementation does not always require complex and expensive hardware. Many holographic projection systems use relatively simple devices, such as standard projectors and reflective or transparent screens, which helps keep costs down. In reality, Castaño points out, “the cost limit is set by the space and creativity of the content.” In some cases, it may be necessary to invest in special structures or architectural adaptations to create the right environment for holograms and develop high-quality and engaging content, which may involve additional costs, especially if the help of graphic designers, animators or specialized software developers.
Along the same lines, they point out from Inprofit, “the limit is set by the client.” The key is “what companies are willing to pay because it is an investment, a marketing strategy. It can be applied to almost any companybut in terms of profitability it is not yet designed for small companies due to the high cost of professional qualities so that it is truly impressive even in broad daylight.
