Cover story:
SWINDON VIRTUAL REALITY FIRM
HITS VEGAS WITH THE ULTIMATE FORM OF‘ IMMERSIVE MARKETING’
Is the future of marketing virtual? One South West based business has found itself at the cutting edge of applying VR technology to the challenge of marketing B2B products – including helicopters, aeroplanes and spacecraft. But the applications, they say, could penetrate any sector …
BUSINESS NEWS
Virtual Reality( VR) made some of the biggest headlines at the recent Consumer Electronics Show CES show in Las Vegas. Already a staple of the games industry, everybody is looking for new ways to apply the technology … but does it have its brightest future in the world of marketing?
Rendermedia think so, and they were one of the stars on the HTC stand at CES, showcasing their Virtual Reality( VR) experience developed for Airbus.
Helicopter Mission Showcase in development for CES Show
Visitors to HTC’ s booth were able to immerse themselves in the experience of taking part in a helicopter rescue mission following an earthquake, flying an Airbus A400M through the Brecon Beacons in Wales, and landing an Airbus A350. You can see a short video here:
www. youtube. com / watch? v = lIjOVC0RR8U
“ Quite simply, we were able to take Airbus customers on an experience that allowed them to really engage with the products,” said Rendermedia founder Mark Miles.
Leaders in the VR sector are also recognising that this direction of travel offers exciting new ways for the technology.“ Rendermedia provided a critical component to delivering an immersive VR experience and building out the ever-growing Vive ecosystem,” added Dan O’ Brien, VP Virtual Reality, HTC VIVE.
“ We built Vive to deliver the most immersive, roomscale VR experience on the market today. Companies like Rendermedia are helping us meet this vision.”
Mark said:“ VR’ s use within the advertising and marketing industry is obvious. After all, it is the ultimate manifestation of‘ immersion’ – physically and emotionally engaging with a brand through virtual reality. This technology could blow apart how we currently market products.”
VR has been around since the late 70s, but it’ s only now that the technology is starting to offer up a rich seam of possibilities in the worlds beyond gaming and architecture. That’ s because it’ s not just a technical stage on from its predecessors, but a giant leap in terms of emotional engagement and customer response.
“ Virtual Reality is changing how businesses experience and showcase their USP”
“ VR is about taking the user on an immersive journey and telling them a story that they feel part of,” argues Mark.“ And every marketer will know that engaging with a brand is the Holy Grail.”
Paul Hannah, Creative director of Future Concepts at Airbus, said:“ At Airbus we are always looking for innovative new ways to communicate with our customers. VR gives us a chance to engage with them directly and to experience the Airbus story.”
“ Engage”,“ experience”,“ story”… these are three of the primary concepts that brand gurus will weave into their presentations when they make a pitch, and this is what VR delivers by the truckload.
Want to try out the latest top end motorcar without leaving your chair? Strap in. If you like the experience, you
can stay where you are and customise the vehicle interior to your precise requirements. Boat and yacht makers have a constant issue around building vessels to the spec their customers provide – only to find them changing what they’ ve built when delivery day arrives. With VR, you are infinitely closer to the end product, so fewer changes and happier customers.
Looking to sell an apartment or house off plan? Take your prospective purchaser on a VR tour around their new home... check out the view from the balcony, see just how large the rooms are, choose your fixtures and fittings even before the builders have got the foundations in. Put the“ sold” sticker on those property details.
Mark Miles: Managing Director at Rendermedia Keynote speaker at VR & AR World, London, Oct 2016
The possibilities are endless, from choosing clothes online and seeing yourself wearing them in a mirror through to checking out how your dream kitchen will really look when you walk around it – and everything in between.
With costs coming down all the time, this technology can now be applied to products and services way less expensive than a plane, boat or automobile.
Mark said:“ If you want to stand out from the crowd, virtual reality will be the place to be in the next couple of years.”
For more info: www. rendermedia. co. uk
@ rendermedia
THE BUSINESS EXCHANGE 2017 5