The Critical Role of Immersive Experience and Enhanced Engagement in Marketing
78% of customers using AR shopping say they are satisfied with their shopping experience.
The application of AR in marketing activities is becoming one of the most effective practices for many businesses, promising significant potential for growth in the future.
Createch Marketing: Utilizing technology to drive creativity and enhance every brand experience
“The perfect formula blends Strategy, Technology, and Creative Ideas”
Createch serves as a “bridge” between ideas and technology, providing creative communication solutions for brands. Applying Createch Marketing means utilizing one or more technologies in creative activities to effectively execute one or more marketing campaigns. To achieve this, brands need to have a clear understanding of the creative values they pursue and the technology they need to use.
The Createch Marketing model from Novaon Digital.
In this article, we discuss VR & AR solutions, one of the best forms to engage the entertainment layer for the target audience, shortening their shopping journey by providing them with more enjoyable motivations for shopping.
Context of 2023: What needs drive the application of AR & VR technology?
From the consumer perspective, there are many underlying needs that make VR & AR one of the preferred means of engagement for them.
- The need for real experiences
These technologies allow shoppers to interact with digital content, overlaying virtual information onto the real world (AR) or immersing them in a virtualized environment (VR). Customers can experience products realistically anywhere without having to visit a physical store.
- The need for personalized shopping
“70% of online shoppers want their shopping searches to be personalized according to their needs and preferences.”
The pandemic has driven many customers to shop online, allowing them to access personalized experiences. As a result, buyers continue to raise their shopping expectations and hope to receive better experiences.
On the other hand, to meet this demand, the development of real-time analytics and optimization technologies has increased the ability to deliver a more relevant multichannel experience than ever before. “Personalizing” the shopping experience through technological means is one of the reasons brands choose to utilize AR & VR.
- The need for entertainment and mental comfort
After living with COVID-19 for two years, many people have chosen to seek different forms of entertainment to adapt to a life of “social distancing” and independence. Deep down, they crave mental comfort through entertainment media and content.
1) Virtual Reality Solution: VR Room
One of the highly practical solutions is the Virtual Reality Room (VR Room). This is a simulated space that strives to present details as realistically as possible, aiming to help users experience visual and auditory effects that closely resemble reality. The VR Room stimulates the imagination, visualization, and re-creation of the sensations of the viewer or player. Therefore, this technology is often applied in many specific industries, including Interior Design, Electronics, Fashion, and is now effectively utilized in sectors that require a high level of “display,” such as Agriculture, Technology, or even FMCG.
The VR Room can also be “enhanced” for higher interactivity by integrating gamification. This modern trend elevates the traditional VR format, boosts the effectiveness of the solution, and increases the likelihood of player engagement. This presents a goldmine for brands willing to explore it.
Some direct benefits of utilizing the VR Room solution:
- Provides a new experience for customers.
- Connects online-to-offline channels.
- Reveals service processes.
- Allows players to practice immersive experiences.
The VR Room format is categorized into solutions with the following applications:
- Product Story Room
- Heritage Gallery
- Challenge Room
The Product Story Room is a format for telling the product story through a display room. When using the Product Story Room, customers can visualize the product in 360 degrees without having to see it in person. The benefit for the brand is that it can “educate” customers about useful information regarding the product.
H&M uses 3D technology to create a product story room for its new sustainable product line
Not only helping to display products, the Product story room is also a great form to help brands describe the production process, visit, and experience,… with customers in an authentic way. This great opportunity is for industries such as Liquid Milk – visiting dairy farms, Coffee – coffee farms, Fish sauce – shows about the fish sauce brewing process,… extremely interesting and creative.
Heritage gallery is a form of heritage exhibition that leads viewers into the tableau and feel the story. The form of Heritage Gallery is suitable for the purpose of building brand impression and sympathy, through the story of the anniversary of the establishment, the mission and vision, and the brand heritage left behind,… This solution gives viewers a sense of nostalgia and appreciation.
The form of VR Heritage gallery helps build brand impression and sympathy.
Source: VR360
Challenge room, as the name suggests, is a virtual reality room born for players to conquer. Challenge room promotes interaction through games and challenges set by the brand. Through challenges, players understand product information, campaign messages, brands, or a specific sales program. This form is especially suitable for: product launch media campaigns, promotional campaigns, giveaways,… of the brand.
1) Virtual Reality Solution: VR Room
In addition to the VR Room, AR Game is also a popular form favored by marketing campaigns due to the advantages brands gain from it.
AR Game is a type of game that utilizes augmented reality (AR) technology to recreate images and objects in a 3D format within the real environment, enhancing user experience and interaction. In this way, players and viewers can see their real surroundings while also viewing virtual images or content, making it easy to interact (touch, catch, etc.) with them.
AR Games can be applied across various industries and products/services, particularly in sectors with a relatively young customer base: FMCG, Technology, Education, Banking, Insurance, etc.
For brands, some notable benefits of AR Games include:
- Enhanced user experience.
- Creation of entertaining and interactive brand environments.
- Ability to incorporate and customize for diverse themes.
- Viral potential through sharing on platforms like TikTok, Facebook Watch, Stories/Reels, etc.
The AR Game format is categorized into solutions with the following applications:
- AR Interactive Game
- AR Lifestyle Filter
AR Interactive Game is a form of interactive game that aims to perform the tasks that the brand has set (dancing to the choreography, interacting with the product, choosing random messages,…). AR Interactive Game is suitable for the purpose of promoting a campaign or for a new product, increasing brand engagement on social media channels. With high interactivity, this form is also suitable for brands who want to build an image that is close and friendly to their customers.
AR Interactive Game: Weapons to help South Asian banks increase recognition
AR Lifestyle filter is an innovative form of creating attractive filters and encouraging users to use them. Applied in Marketing campaigns, brands design trendy filters to convey the spirit and message of the campaign and call on their consumers to spread. AR Lifestyle Filter is suitable for the purpose of promoting a campaign or new product, or increasing brand awareness on social media platforms.
Kimiko vegetable jelly applies AR Lifestyle Filter in conveying
Player’s choreography
Capabilities of Novaon Digital in Providing VR & AR Services
Novaon Digital proudly stands as one of the leading providers of VR & AR solutions derived from comprehensive communication strategies. The effectiveness of VR & AR will be closely aligned with the creative ideas of the campaign.
Advantages of Novaon Digital’s Createch Marketing VR & AR Service Package:
- Proposal of ideas based on an overall strategy, addressing long-term business challenges.
- Scientific methodology and comprehensive solutions.
- Experienced consulting and production team with a wide network of partners.
- Successfully executed communication campaigns for thousands of clients.
With these advantages, Novaon Digital has successfully applied VR & AR in over 30 large and small campaigns in 2022. As peak seasons for many industries approach, brands should quickly take the lead by utilizing Createch Marketing forms to achieve breakthrough results.
As a consortium of solutions for brand experience (Brand Experience Solutions), Novaon Digital harnesses the power of strategy, technological solutions, and innovative creative thinking.
With a team of over 800 digital marketing experts and an advanced technology/data system, Novaon Digital has partnered with and brought success to major clients across more than 20 industries, including Peugeot, Huawei, Panasonic, Masterise Homes, and Vietnam Airlines in the Vietnamese market.
Learn about Novaon Digital’s solutions at:
