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