Adcomm's first two issues Adcomm August 2013 Relaunch issue | Page 46

Technology

Imajinn

A simulating experience

Can providing 21st Century hands-on entertainment be a complementary factor in your marketing mix? Using a simulator,
unique in South Africa, Imajinn has helped brand activators and promotions specialists draw targeted crowds for their
branding, activations, and awareness campaigns.

M

any of you may have flown/driven/ridden a simulator at some
time or the other. What you may not have done (unless you
visited the 2011 Johannesburg Motor Show or the BlackBerry
Touch Awesomeness campaign in April 2012) is driven the Cruden’s
Hexathrill Formula Style Six Point Motion Driving Simulator (Hexathrill
Formula) owned,
in South Africa, by
Imajinn.

What is it?

Rental or purchase of the standard simulator for
events, entertainment, permanent installations or
motorsport (for training, product demonstration or
entertainment).

Hexathrill Formula
is: “a ‘real’ singleseater race car on
Cruden’s advanced
electromechanical,
6-DOF motion
system which
brings professional
simulator
technology to

attractions’ guests.”
The simulator’s body is designed by Cruden and prepared by Formula
One replica specialists using the same technology as the professional
simulators Cruden supplies to motorsport teams and automotive
researchers.

Why use it?

“We offer outof-the-ordinary
solutions to
advertise brands,”
says Imajinn MD
Paul Ingram. “We
also build high
tech solutions in
order to get the
Custom built cockpits for specific
vehicles or applications for purchase.
message across.”
The company
utilises in-house expertise to customise simulator content to customers’
requirements. Cruden’s Commercial Director Frank Kalff says interest
from marketing and activation companies worldwide is increasing. “It’s
not just automotive companies that see it as a tool for brand excitement
events. We have worked with banks, telecoms companies
and technology retailers.”

and expertise into
consideration.
“We secured the
pneumatic and
hydraulic specialists
locally but their
specialities lie more
with two or three-point
motion simulators,”
Paul points out. “So
Custom cars with exact duplication of the
car specs to ensure accuracy of the experience
we were unable to
(great for new vehicle launches where
assist Mercedes with
customers can get a realistic Ride & Drive).
its request although
we did build a motion
platform for the launch. However, this led to us importing the six-point
simulator. The driving experience, according to professional racing
drivers, is the ‘real deal’. In fact, South African racing driver Gary Fermato
is our key spokesman on the simulator and Marius Roberts, Petrolheadz
presenter on ‘Ignition’ is one of the simulator’s ‘fans’.” He adds that up to
two Gs of force is exerted on the driver while experiencing the simulator.

Uses vary

The simulator can be programmed to any track with practically any
car – fantastic for motor car publicity and brand activation/awareness.
What about other uses though? “The simulator can be used for crowd
attraction,” Paul reiterates. “We programme all clients’ branding on to the
track; ideal because audience attention is riveted to the screen. Most
South Africans will never have the opportunity to drive a Formula 1
vehicle and we offer the closest alternative.”

Lasting impression

An added benefit for companies using the simulator for promotional
purposes is the repeated attraction. “The simulator can be considered
‘addictive’,” Paul concludes. “People stay and watch, wait their turn to
drive and watch some more. It leaves a lasting impression.”
* Top Gear rated it the best simulator in the world. Please go to
www.adcom.co.za for a reproduction of the article appearing on the Top Gear
website.
* Imajinn can be contacted on tel [phone] or visit the website on
www.imajinn.co.za

Background to purchase

“We purchased the Hexathrill in response to rental
opportunities from our African client base,” says Paul.
Hyundai operated the simulator on its stand at the 2011
Johannesburg International Motor show where people
queued for up to two hours for a ride. In 2011 Mercedes
requested Imajinn launch its SLS AMG Gullwing at
Kyalami, using a simulated experience. Imajinn researched
existing technology taking their building capacity
46

Celebrity shootout, driver training, commentary or
race against a pro with local racing driver and champion
Gary Formato for your events, activations and roadshows.
August/September 2013