[Translate to English:] Kevin Prösel, Saint Elmo's Experiential

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New business area: Saint Elmo’s Experiential

07. April 2021, Kevin Prösel

In the future, virtual staging with augmented reality, mixed reality and virtual reality will be an inherent component of Saint Elmo’s digital services. With the establishment of the new business area Saint Elmo’s Experiential, the agency group is responding to growing customer demand for alternative communication solutions in the digital area. Kevin Prösel will be in charge of the new business area.

Munich, 07/04/2021 – The coronavirus pandemic has prompted brand and corporate communication to move into the digital sphere. Aside from classic communication tools, technologies such as virtual, mixed and augmented reality are becoming more significant and open up new possibilities for digital brand and product staging. The Saint Elmo’s Group has bundled its expertise in this area and will use the Saint Elmo’s Experiential label to offer its customers AR-, MR- and VR-based communication solutions.

Kevin Prösel will assume the reins as managing director and innovative consultant. His aim is to expand the Group’s existing portfolio with digital services that go beyond conventional brand communication. Based on AR, MR and VR technologies, cumulatively referred to as extended realities (XR), innovative formats will be developed to completely re-stage brands and products with a virtual experience.

Kevin Prösel will be building on his experience in the area of experiential content – in his role as creative director and technology lead at Saint Elmo’s Berlin, he has supervised countless customer projects with a focus on virtual formats over the past years. These include the AR print edition of F.A.Z., which was published on the 30th anniversary of German reunification. It combines the classic newspaper format with digital features like videos, image galleries, interactive graphics and 3D animations, which can be accessed as virtual content in the print publication.

Alongside digitally enhanced print advertisements, posters and brochures, the services provided by Saint Elmo’s Experiential include social media features with augmented reality and virtual try-on applications for online shopping. Other services are complex XR solutions such as digital trade fair events and showrooms, virtual experiences in tourism and destination marketing and virtual real estate presentation.

New opportunities for brand and product staging

Kevin Prösel is in no doubt as to why XR technologies represent a new opportunity for brand and product communication. ‘Analysts have been predicting for years that extended realities – that is, technology based on augmented reality, virtual reality and mixed reality – are no flash in the pan. Nevertheless, it has only been during this past year that decisive factors emerged that make the approach suitable for mass use: technological availability and market penetration, the improved performance of mobile devices and wider acceptance amongst user groups. XR applications now also offer a standard of quality that has won over a broad audience. Not just during the coronavirus pandemic – which has suddenly meant that analogue, in-person sales discussions are no easy feat – they are a good, readily available alternative for customers who want to go one step further in content marketing.’

Ronald Focken, managing partner of the Serviceplan Group, welcomes the establishment of the new business area at Saint Elmo’s. ‘Saint Elmo’s Experiential represents the creation of an additional field of expertise within the Serviceplan Group. We believe that this special provision offers huge potential for a wide range of our agency group customers.’

Thomas Knauer, spokesperson for Saint Elmo’s group holding, is also enthusiastic about the new service. ‘Coronavirus has really fired up the cylinders of the trend to reach customers through innovative, digital communication solutions. This is exactly why we created the provision, building on our commitment that has existed for years.’

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