Wednesday, August 29, 2007

Philips to try their hand at 3D marketing


AdRants reports that Philips will be the latest company to throw their hat into the 3-D Marketing ring. According to the official press release, "Philips is introducing the 3D WOWzone, a large 132­inch (335 cm) multi-screen 3D wall, designed to grab people's attention with stunning 3D multimedia presentations. By creating a 'spell­binding' 3D experience, marketing professionals can use this eye catcher to increase brand and product awareness in larger public spaces at events, exhibitions, reception areas and theme parks."

The release also states that no specially designed 3D glasses are needed to view the ad. Which is definitely a plus considering that no self-respecting person in the world would be carrying around a pair.

This kind of thing is not new, we've seen it before here as well as here. The big question is does it really work? Can it improve brand recognition and recall, or is it just a cool diversion that most consumers won't give a second thought about? The key may be to look at it from the point of view that a good portion of ads (especially in the out-of-home market) succeed when they provide viewers with information they are genuinely interested in, instead of just playing up flashy colors and cool visuals. Said flash-and-dazzle is simply there to attract a viewer's attention and (hopefully) provide a tiny bit of entertainment while he's absorbing the information.

Tags: 3d marketing, digital signage, out-of-home advertising

2 comments:

Real Vision said...

I have personally experimented with these kinds of 3D displays (auto stereosopic) in public spaces like malls and hypermarkets.
You are right in pointing out that eye-candy alone is not enough for brand recall.
What these kinds of screens offer, is that unique "wow" factor that make people (especially families with kids) stop by for a minute or two to actually gaze at the screens (the entertainment value).

In fMCG advertising for example, if you have leaflets under the screens or the actual products themselves lying under as is the case in a supermarket aisle, People are more inclined to pick them up.
The trick is to produce both, compelling content and bridging the virtual and the real-world with these 3d displays. (example: A few 3d butterflys floating in mid air a foot in front of the screen while hovering over an actual Bottle of Downy Fabric softener for instance)

Regards, clyde
www.realvisionhomes.com

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