3D holograms for digital marketing

2 March 2020
Francesco La Trofa
3D FOR EVERYTHING
8 min read
lacoste hypervsn 3d protocube

This post is also available in: Italiano

3D holograms are one of the most fascinating visual content in the multimedia universe. There are different examples, such as self-conscious individuals, precious allies for cinema screenwriters. Just think of a remote subject communicating through the virtual projection of their own image, or the manifestations of artificial intelligence. There are countless examples: the stunning Joi from Blade Runner 2049, or Holo, the main character of one of the most original series recently seen on Netflix.

Today, this extraordinary instrument is more and more within everyone’s reach, allowing users to deceive the truth even in the real world, stepping out of the sci-fi suggestions. To understand the reasons for the soaring success of 3D holograms in different business sectors, let’s review the characteristics that have prompted Protocube Reply to become a certified content creator of Hypervsn, the leading brand in the field of 3D projection technologies.

Thanks to specific content created by certified subjects such as Protocube Reply, Hypervsn 3D holograms can support brand communication campaigns, offering the public very engaging experiences and the possibility of configuring the available products (credit: Protocube Reply)
Multichannel 3D content

3D content is progressively establishing itself in the creative field and is about to become the main raw material for the creation of product communication campaigns. In other words, the same content (a 3D asset) can be used in many different contexts, significantly optimising the costs and timing required for the creation of multimedia content.

Lacoste’s commercial campaign shows how the same 3D asset can be the basis of communication campaigns on different channels, opening up infinite possibilities for creatives. (credit: Hypervsn)
Retail, events and trade shows: where 3D captures attention

The versatility offered by 3D is a key strength in the field of digital communication strategies. In particular, 3D holograms have been designed to make a difference precisely in live events, thanks to their inherent ability to capture the attention of the public.

Lacoste’s 3D content was used in many different contexts for online and offline campaigns, such as the fitting of the Roland Garros (credit: Hypervsn)
3D holograms, in the form of a dynamic light floating in mid-air, act as an attention catalyst which is far superior to most other media, as evidenced by the experience of M&M’s in London stores – (credit: Hypervsn)
Hyundai’s campaign demonstrates that attention can be captured in spaces with large crowds, generating interest in situations where users would not otherwise have sought a relationship with the brand – (credit: Hypervsn)
Product launch and co-marketing campaigns

Among the various phases of a campaign, the launch of a product is definitely one of the most delicate ones, as it is the foundation on which customers’ expectations start to build up and it determines their interest in new products. In this respect, holograms serve a double communication function, displaying the product and offering a three-dimensional perception of it even before it is actually available on store shelves.

The same concepts also apply when the subject is not the product in a strict sense, but the brand itself, especially when it is necessary to promote partnership projects. This is the case of a recent collaboration between Renault and Disney (with the Star Wars brand).

Adidas has used 3D holograms for the Ultraboost launch campaign, integrating communication directly within the German brand’s stores (credit: Hypervsn)
3D holograms offer the utmost creative freedom, as shown by Renault’s Millennium Falcon-themed logo that can catalyse attention in crowded places (credit: Hypervsn)
An excellent technology for complex presentations (Industry 4.0)

In addition to campaigns promoting a product for the consumer market, 3D holograms offer a range of possibilities that make them the ideal tool also for those who need to illustrate products and machinery typical of the industrial market. Thanks to the significant freedom on the scale factor and the possibility of breaking down a system made up of thousands of elements into individual components, holograms are a great solution to describe the functioning of the products which appeal to experts and entrepreneurs who will use them in their respective activities.

3D holograms are a valuable ally for presentations also for brands such as ABB, whose core business is made of products and solutions with high technological content (credit: Hypervsn)

To learn more about the potential of Hypervsn 3D holograms, we suggest reading the following articles.

Hypervsn – the state of the art of 3D holograms

Hypervsn – high impact 3D holograms for events, exhibitions and retail

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This post is also available in: Italiano

                  

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Francesco La Trofa

Architect and journalist with 20 years’ experience in 3D technologies.
Consultant to public entities and 3D businesses for aspects relating to design and communications.
Head of editorial content at Treddi.com and co-founder of Digital Drawing Days, the only event of its kind in Italy.
Actively involved in research and teaching at Milan Polytechnic.
Edits 3D STORIES for Protocube Reply.