Published June 4, 2018
All marketing experts know that building brand awareness and improving brand recall is key to boosting sales. A customer’s decision to purchase a product or service depends on his/her ability to identify and recall a brand. That’s why businesses continually look-out for new and effective ways of building brand recall, helping consumers recognize their brands effortlessly. They also seek methods that will keep them a step ahead of the competition!
Traditional, time-tested print and video ads have been long-used in brand recognition and recall. Although these are still widely preferred, modern marketing methods are rapidly gaining popularity too. Contemporary ways thrive on the power of technology.
Leading global brands are making the use of their digital capability to improve marketing efforts and with great success. Let’s look at some of the tech offerings that brands have deployed in their campaigns to improve brand recall.
Using Augmented Reality (AR):
Well-known brand Pepsi used augmented reality in its campaigns to advertise “Pepsi Max”. It showcased AR-powered ads at a busy London bus stop. Commuters witnessed unlikely scenarios, such as flying saucers abducting passers-by and a giant robot crashing, right before their eyes. Not only did it leave a remarkable impression on viewers, but the YouTube video that covered it also received over 8 million views. The campaign also saw coverage from popular news and media networks, such as Forbes and the Verge.
Deploying Virtual Apps:
Cosmetics giant L’Oréal launched a virtual app ‘Makeup Genius’ in Australia. Based on a special facial-mapping technology, this engaging app transformed the user’s smartphone camera into a virtual mirror. Women could try on L’Oréal cosmetics virtually in real time or opt for looks curated by makeup experts. They could share their photos via Facebook and purchase the individual products online through a website called Priceline. This app promoted brand awareness and directly boosted sales.
Converting Kinetic Energy:
Adidas came up with a unique concept of harvesting footsteps and using the energy to display messages on a screen, to promote its ‘Boost’ running shoes. During the International Santiago Marathon, supporters and runners walked on a branded entryway that was designed with tiles absorbing kinetic energy. The stored energy was used to showcase motivational messages toward the last leg of the 42 K race, thus giving the runners a ‘Boost’.
Interacting via chatbots:
Casper, a company that sells mattresses, launched a chatbot for insomniacs. This late night chatbot, named Insomnobot 3000, keeps people company when they can’t get sleep at night. It carries conversations on midnight binge eating, watching Netflix shows, and upcoming weekend plans. The company successfully piqued insomniacs interest through this one-of-a-kind chatbot.
Recognising Facial Gestures:
Douwe Egberts, a South African coffee brand, set up a promotional coffee machine at O.R. Tambo International Airport. The machine, equipped with advanced facial recognition software, could detect yawning travelers as they passed by. When anyone yawned in front of the vending machine, it doled out a cup of coffee instantly. Word spread quickly, and soon passengers across the airport were heading to the magical vending machine to get a free cup of coffee!
Various industries have used different technologies in their brand recall, recognition and awareness campaigns. Be it food and beverage, retail or cosmetics, every category can benefit from applying advanced technology to their promotional ideas.
So, if you want to grab people’s attention and increase branding potential, then you should positively integrate technology into your marketing strategies.
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