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Creating Fresh Brand Experiences in a New Digital World

Samsung and immersive media company Vividthree shares tips on how to create fresh, engaging visual experiences for physical spaces.

Nov 06. 2021

In these few years, we have witnessed an acceleration of an exciting digital future where customers are shaping new ways for working, studying and playing. They also have new expectations for brand interaction fusing immersive online worlds with their physical ones.

 

For many organizations, there is a need now to create new brand experiences to capture the hearts and minds of target audiences that have changed.

 

There are two things that brands need to ensure to refresh customer engagements – compelling content and a high-quality visual display to optimize it.

 

 

Captivating content wins the day

Just ask Jed Mok, Chief Executive Officer of Vividthree, an immersive media company that has created eye-catching visual content across Asia.

 

Queried on what makes a brilliant display, he would say “creative, creative, creative”, to emphasise the point that creative content counts.

 

Indeed, the pandemic has pushed new boundaries for new media consumption and brands have to be mindful of the preferences and behaviours that target audiences have, especially in an era where they are used to consuming content on demand, whether on social media or streaming services.

 

At the same time, new screen technologies and formats also mean that content creators should look beyond reusing the same 16:9 video that is also cast on other media, said Mok.

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There is a demand to find new ways to engage, for example, in delivering fresh new content that fit the shape and size of a new display, he explained.

 

To create compelling visuals, he listed three important pointers to consider:

  • Be clear of objectives: Is the campaign or idea meant to be tactical or more strategic? Who is the message for and what reaction should the audience have? The desired outcome has to be clear from the start.
  • Keep the experience short: Attention spans are short today, and the challenge is making the visual engagement meaningful for people who might only spend a few seconds on the display as they walk past.
  • It’s about the creative: Be sensitive to the environment where the content is being displayed. A good bespoke creation should leverage the specific environment where the screen is installed, taking into consideration about footfall, light conditions, etc. Blend into the surroundings at times or surprise the audience with something unexpected.

Creative content, coupled with large LED displays can immerse customers into emotional brand stories

It is also important to rethink how physical spaces are used. For a retailer, instead of maxing out a retail space displaying products, a physical store can focus on delivering an experiential storefront that is not possible online.

 

One dramatic example to showcase immersive experience, would be setting up an LED screen that runs three storeys high in a mall to show off a basketball star’s stunning moves.

 

Through an eye-catching display, the store can more effectively promote the sports shoes it is selling. Whether a customer ends up buying at the store or on his mobile phone isn’t important, said Mok.

 

At the same time, restaurants can also rethink how they use today’s static wallpapers to evoke an emotion among customers who turn up. Instead, it’s possible to set up LED displays on walls, ceilings and even the floor today to deliver an engaging experience like never before.

 

“So, each time a customer walks in, he may see a different visual on the wall,” Mok said. “Each visit brings a new and refreshing experience, not always the same old one.”

 

What will make visual displays more interesting in future is the still-untapped potential of interactivity between audience and screen beyond static touchscreens. Mok envisions a future where users may even use their smartphone to unlock content or interact with the LED displays for new experiences, therefore connecting and extending brand experiences from their mobile devices.

High quality displays sharpen great content

Sub-par displays will not do justice to showing off great content. Simply put it, great content has to be matched with high quality displays.

 

LED technologies have improved by leap and bounds in the past few years in terms of display quality and deployment capabilities.

 

Fine-pitch LED displays, which enable more details, have opened up new possibilities to immersive visual experiences.

LED display in Seoul, South Korea, demonstrated how compelling content can be created to capture eyeballs and ultimately share brand stories

In the heart of Seoul in South Korea, the LED display shows off a seamless façade of bright lights and vivid colours. It never fails to draw attention from anyone present.

 

The setup is at one of the busiest streets in the country, wraps around the top of COEX complex and is four times the size of a basketball court and is 10 storeys high.

 

At the Finavia airport in Helsinki, Finland, one thing never fails to catch the eye of visitors who walk into its new extension.

 

A 360-degree LED screen, curving above the edges of a forest-inspired plaza, showcases the stunningly beautiful natural environment of Finland, from vast mountain views to snowy forest vistas. At the heart of the effort is to surprise visitors with an immersive visual treat.

Finavia Airport allows visitors to be emerged in Finnish wilderness right when they arrive

Across the globe, such experiences are being enabled by new LED displays at a wide variety of locations, including retail malls, VIP lounges, hotels, sports venues and healthcare facilities.

 

Among the innovations in visual displays, the most exciting today is Micro LED technology, a breakthrough in fine-pitch LED that enables improved flexibility in the way a display is set up and easier management in its maintenance.

 

Samsung’s foray into Micro LED is represented by The Wall, a next-generation display able to bring detail to life through superior color purity and a wider color gamut than conventional LED displays. 

The Wall can enhance premium customer experiences like nothing before to ensure that every physical interaction counts, even in a post-pandemic world

The new digital world requires organizations to refresh brand stories and experiences.

 

By choosing the right display and content partners, organizations can boldly take the right steps to capture attention of customers and even possibly surprise and delight them.  

Interested to know more about The Wall and other display solutions?
Contact us, or head over to The Wall’s content section here.

Disclaimer: All images used in this article are for illustrative purposes only.

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