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Industry folk gather for MKTG and Perceptual Engineering’s experiential future think event


Lifestyle marketing agency MKTG, and creative technology team, Perceptual Engineering hosted an experiential future think event for clients over breakfast yesterday.
 
Guests were invited to interact with some of the unique creations at Perceptual Engineering’s Kingsland studio, including Interactive Earth, an experience which gives the audience control over the fate of the planet, the structure is based on a two metre fibre glass sphere projected onto from all sides, the fate of the earth changes dramatically and visually by manipulating the parameters ‘nature’, ‘development’, ‘control’ and ‘chaos’.

Perceptual Engineering co-director Jon Baxter demonstrated their award
winning work and talked about some of his favourite projects including a
‘time machine’ built for Te Papa and their involvement in the recent
hit theater production, Pleasuredome. Baxter explained that for the
Humanize 2018 Miniature Projection Mapping.jpg

production, the team not only produced the visual effects, they created
the entire set as a VR preview experience for the cast and crew before
it was complete, enabling them to visualise the production and make key
decisions about what the live experience would actually be.
 
Baxter
says that a shared sense of perspective has brought the two agencies
together to share ideas and create the Humanize 2018 event experience:
“Despite technology being an intrinsic part of our toolkit, we are
ultimately driven by ideas, stories, and the opportunity to create human
connection.”

A senior panel from MKTG comprised of general
manager Fleur Skinner, head of strategy Jacquie Bennett and head of
engagement Jacqui Marks then presented key insights and trends, as well
as an introduction to Isaac; a new proximity sensor for tracking people
in experiential and retail environments, offering measurement and
insight previously unavailable to brands.
 
Key insights
Brand
relationships are increasingly digital relationships, and while
consumers want seamless digital experiences, they’re still searching for
enriching experiences to share.

Digital brands are therefore recognising the power of live brand experience, take Amazon Go and Airbnb’s Van Gogh BNB as examples.
 
Experiencing
a brand trumps broadcast advertising; according to the Dentsu Aegis
Network’s proprietary Consumer Connection System (CCS) research tool.


The
best brand experiences are driven by a powerful human truth. Dentsu
Aegis Network Head of Strategy Jacquie Bennett called out her two
favourite MKTG experiential campaigns of the year, both based on a clear
human truth; firstly the NZ launch of Cars 3 for Disney Pixar. The Cars 3 racetrack activation
connected kids’ passion for the film with their innate desire to
express their excitement physically, they just love to run.  The
solution allowed the kids to be part of the Cars 3 action – usually
reserved for the screen, they got to run on a replica Cars 3 track and
of course, climb the podium for the trophy moment at the end.
 
Secondly Bennett gave a nod to the MKTG UK team for its London launch of Adidas boost.
For the active female target audience the team tapped into another
powerful human truth, when it’s dark in London women just don’t feel
safe to get out and exercise. The solution landed in the form of a
unique activation space where women could generate energy (‘from
jumping, jogging to downward dogging’), all with the aim of generating
enough kinetic power to light up a running track.
 
Key trends for 2018
 
Hyper Personal
MKTG
General Manager Fleur Skinner explained that events and experiences
will move from personalised to hyper personal; offering a completely
unique experience per person.
“Hyper-personal is deeper, more meaningful, memorable and sharable.” IBM’s Watson as Museum Guide in Brazil
is a great example of how Artificial Intelligence can be deployed to
offer a deeply personal experience of a large space. And it’s worth
visiting The Old Claire Hotel in Sydney if you want to experience their
take on personalisation. They collect (public) social media insights
about their guests before they arrive and leave personal touches in
guest rooms, your favourite chocolate perhaps, or a framed portrait of
your favourite musician.
 
Retail as venue
Retail has
the opportunity to be a leisure destination, not just to compliment, but
as a primary motivator for visitors – one which fuels the secondary
consumer motivation, to shop. A fun example is the world’s largest Lego
store in London, where you can create your own Lego Mosaic portrait.
Step into a photo booth and the camera will scan and map your face,
offering you a print out and a corresponding Lego kit to get creating
your Lego self.
 
Glass Box Brands Go Live
There’s no
denying the global transparency trend, consumer expectations around
ethical corporate behavior and sustainability are high. Patagonia
apparel has long embraced a self-aware state in terms of their role in
consumerism, famous for their Black Friday ‘don’t buy this jacket’ ad
campaign, but the brand has more recently been demonstrating their
values with brand activation. The shift, from saying to doing is evident
in their recent campaign called the ‘Worn Wear College Tour‘,
where a bio-diesel truck, customised with a built in sewing room,
toured campuses to repair and renew clothing. This might be the best of
both worlds for the brand, the experience connects the audience to the
brand in a deeper, more meaningful way building brand equity, which in
turn leads consumers to um, buy more stuff.
 
Tech Enhanced
Technology
isn’t a reason to activate, it’s an enabler to enhance experiences and
to help extend them to new audiences. But technology will always play a
big role in inspiring new ideas and fulfilling our potential as
marketers. The tech we expect to be enabling activation in the coming
year includes biometrics, (the return of) holograms, and augmented
reality – through a social lens. One of this year’s best biometric
experiences came from Mountain Dew. The Mountain Dew 2017 ‘Dew Tour’
offered event goers the chance to experience ‘the art of doing gallery‘.
 
During
the event athletes wore sensors to capture the unique physical and
sensory experience of each skateboarder. The information was analysed
and translated into digital art. A personalised led canvas was created
for each skateboarder. Facial recognition sensors in each canvas then
captured the emotional response of event attendees and projected their
emotional reaction onto a wall of 100 skateboards.
 
The tech
application is impressive, but more importantly it’s meaningful because
the campaign was based on a core human truth, that there is ‘no feeling
like doing’. When you get out there and live your passion you have a
unique connection with a sense of self, the technology and the execution
allows the audience to visualise that, and connect with the idea.

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