UK-based TRO agency ’ s technology solutions director , Clive Wetton shares some thoughts on aligning event tech with clients ’ needs and cites a case study example of bringing spaces to life using wearable tech

s a technology specialist in an experiential marketing agency , I ’ ve witnessed first-hand how rapidly evolving technologies are revolutionising brand-consumer connections . Innovations such as AR , VR and AI enable brands to create more immersive and personalised experiences , which then fosters deeper emotional engagement .

However , with so many new technologies out there , we must prioritise what truly matters most : the user experience . In experiential marketing , this should always come first , with technology coming in after , and being seamlessly integrated to elevate the experience .

At TRO , we achieve this by ensuring that every solution aligns with our clients ’ unique needs . Our process includes : Considering impact : We work closely with our clients to determine their objectives , challenges and unique needs . This ensures our solutions are well-informed , relevant and ultimately

successful in delivering maximum impact . Prioritising participation : We ’ re a full-service experiential agency that creates memorable moments with participation at the heart . We work with clients to ensure their audiences are actively engaged and involved in all activations . Collaborating with the best : We partner with leading technology providers to stay agile in a forever evolving marketplace . Doing so helps us expand our skillsets and / or capabilities when necessary – supercharging the experience even further .

Recently , we implemented this approach for our long-standing client , Unite Students – the UK ’ s largest provider of purpose-built student accommodation . Their goal was to help more students explore and experience their new build properties and rooms – but how could this be achieved compellingly before the property is completed ?

We were tasked by the client team to solve this unique challenge . We brainstormed various solutions and through a collaborative process with our partners One Small Pixel , landed on an innovative mixed reality experience : Virtual Showflats .

Through the magic of a Meta Quest 3 headset , spaces were brought to life before the students very eyes , allowing them to discover everything they

Above : Clive Wetton

needed to know about the property , in particular , the benefits of living there . Ultimately , this helped build anticipation of the opportunities that lie ahead if they chose Unite Student properties .

This solution was ideal for the client as it removed the need to build a ‘ physical ’ showroom ; and it was equally beneficial for students because it allowed them to ask questions in real-time to Unite Student representatives and , most importantly , interact with the brand in a fun , unique way .

Throughout the project , it was vital to work closely as a client-agencypartner trio , ensuring crystal clear communication and sufficient time for testing and feedback , as is the case in these technologically-driven projects .

The project has ultimately led to the creation of a suite of bespoke , tourable assets that will be popping up around the country at key student events throughout 2025 . n