People have become immune to advertising efforts. Brands today tell compelling stories and connect with consumers by using all sorts of content, from the written word, to video, audio and music. As an industry, we often discuss brands and the way they connect with consumers through the language of human relationships. In this context, one could say that brands need to inspire that first genuine excitement of ‘having a fling’, rather than the comfort of long-term love. This is because consumers today are fickle – they want to be surprised and amused. New technologies can create unprecedented experiences. It’s this that keeps brand passion alive.
As consumers, we have an unstoppable urge to constantly be entertained – devouring fun, thrilling and engaging content wherever we are. We rely on technology to help us feel plugged in and create relationships. Reading stories, watching videos and viewing photos can often give us a sense of being part of an event, an experience or even a community that is bigger than ourselves.
Brands have realized they can make exhilarating bonds with consumers by creating dynamic experiences and engaging them at an emotional level. Virtual reality (VR), for instance, is greatly enhancing consumer experiences by directly tapping into the immediate response system of the user. If VR is done correctly, the user is taken on a journey with unparalleled emotional responses. Whether that response is to a virtual rollercoaster ride, daredevil bungee jump or intimate emotional stimulus, the user will feel far more part of that experience than with any other medium.
VR can help consumers travel through time, to faraway locations, or even to fantasy landscapes. It allows us to witness things that perhaps don’t even exist yet, whether that is choosing the model and colour of a new car before taking it for a spin, or walking through a new home without having to physically be there.
The potential for brands to tap into VR to connect with people is almost limitless. We are still in the first phases of a new era that is as yet undefined. Importantly, bravery is paramount here: technology is pushing the brand to grow, whilst at the same time the brand is pushing technology to evolve.
What can consumers expect from VR? Whatever brands want to imagine – from entertainment uses to sharing a serious message about child slavery (something I have been working on at The Ambassadors for international human rights charity Terre des Hommes). With an Oculus Rift and a pair of headphones, Terre des Hommes invites the viewer to experience a day in the life of Amani – a young Kenyan girl whose daily struggles include child labor, physical violence and sexual abuse.
The more brands and agencies pursue innovative ideas, the more they are forced to realize it involves taking a leap of faith. Doing something no one has done before literally means no one has done it before. In today’s technology-driven world there is no time to seek perfection. In this constant environment of quick-fire change, consumers will get their thrills. Delivering the unexpected, being surprising and leading by one step ahead is the role that the world’s most innovative brands thrive on.
