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Mixed Reality Making for Impressive Marketing

How to convince customers? How do you sell a product? Not usually with dry brochures. In addition, there's always the possibility that the recipient's imagination is born of the available input and completely different images may result than one would like.

So, what to do? The solution: Making the idea that is to be sold tangible! In a current article dedicated to augmented reality, brand eins lists a few examples that succeed in this step. This includes the mixed reality application developed by SAINT ELMO'S Berlin for the start of the BMW X2 campaign.

SAINT ELMO'S BERLIN RECONSTRUCTS THE WORLD OF THE BMW X2

For the BMW X2 Mixed Reality application, the user himself becomes part of the campaign. Using the HoloLens, he dives into the backdrop of the BMW X2 advertising clips and can manoeuvre a holographic miniature version of the vehicle through the virtual scenery or, for example, try out new wheel designs and admire them in action. A combination of interaction, individualization and gamification addresses and picks up the target group directly.

TURNING IDEAS INTO EXPERIENCES

With the help of mixed reality, ideas can be conveyed directly and remain true to the concept. Interaction makes it possible to make an idea tangible, to arouse emotions and to show directly where the journey is to go without enticing the customer's imagination to go it alone. It's this experience that sticks in his memory and that he finds convincing.

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Kevin Prösel Executive Creative Director

Ziegelstr. 16
10117 Berlin
T: +49 (0)30 6953570-30
F: +49 (0)30 6953570-99
Email: k.proesel@saint-elmos.com