The company also has its light trails business and will be delivering largescale immersive festival light trails in Cardiff and other locations .
Jack Morton London SVP , director of experience Chris Richards , says there has been a big push on innovation – bringing technology to the forefront : “ Our innovation practice , JackX , is in high demand . Clients are looking at technology for real solutions whereas before it was seen as gimmicky .”
Richards says the types of technology the company is increasingly seeing used to enhance brand activations include VR , WebAR , 3D projection , holographic projection and immersive audio : “ There are also various new technologies in terms of getting data from A to B – this is a shift in terms of movement of content .
“ Clients are looking for more information in terms of ROI . We ’ re also seeing a desire to use technology to make experiences more seamless or to reduce barriers to entry . For example , facial recognition registration . Having seen the use of drones at the NYE show some clients are looking to incorporate this technology into their event , and let ’ s not forget the metaverse . Clients are exploring its possibilities and are eager to learn more .
“ After two years without large live events , brands are eager to get back to it and create those connections that only live experiences can form . We are seeing
IBM ’ s Technology Garden
Chris Richards Rees Calder Zara Kerwood
a focus on activations with a strong technology focus too , whether that is to reach audiences that aren ’ t present or to immerse someone in new ways with a brand .”
Avantgarde has previously worked on events such as the UK pavilion at Expo 2020 , and with brands such as Volkswagen as part of its sponsorship for Euro 2020 by creating an , interactive multi-city brand experience activation .
The company has developed
a proprietary technology called Experience AI in response to its clients wanting to measure their events and experiences more accurately . Described by business development director Rees Calder as “ Google Analytics for real life ”, the technology uses bespoke camera hardware with on board computing to recognise and capture specific emotions of guests in a physical space .
Calder says , “ Brands are now realising the importance of twinning physical events with a virtual component , as it can maximise engagement and attendance . Many brands are also exploring this within the metaverse , although activations within this space only work if used as a benefit as opposed to a gimmick , otherwise consumers will see right through it .”
The value of activations While activations clearly have brand benefits and create financial support for organisers , they can also serve a purpose by being another way in which attendees can engage with an event . McCormick says , “ Festivals and events are a major part of the cultural fabric in the UK and also tourism spend , so they are now competing with holidays , theatre and major tourist attractions for consumer spend . Brand
“ After two years without large live events , brands are eager to get back to it and create those connections that only live experiences can form .”
partnerships can help to assist with delivering more content .
“ Value for money is always a key motivator when choosing which event they attend , but consumers in 2022 are also much more motivated by purpose , and brands can help with that whether it is focusing on environmental causes or diversification and inclusion .”
Kerwood says , “ Experiential brand activations help tell stories and have conversations in a way that no other marketing channel can . But to deliver real value they need to be rooted in strategy and , of course , have a big creative idea behind them so that the communication is powerful .
“ The experience needs to be designed to ensure the attendee experience is human centric , intuitive and delivers value for the brand .”
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