Adios bikini girls at car shows, hello iPad carrying hotties

Car shows are changing

Car shows just got a lot smarter: say goodbye to the bikini girls and hello to an interactive hologram with all kinds of super cool, geeky fun. Instead of seeing a single color choice and a few available options rendered, 5SEIS provided Peugeot customers with the full range of options via holographic imaging.

5SEIS was faced with the challenge of finding and creating a unique way for customers to experience the unveiling of the new Peugeot 208. Their answer? An interactive hologram through which the customer can customize their Peugeot 208 with any of the available options. With over 560,000 visitors to the 6th International Motor Show 2013 in Buenos Aires, 5SEIS presented customers with an app that could remotely configure a 3D version of the Peugeot; change the color, apply stickers on the roof, mirrors, or doors, add spoilers, and choose from a variety of rims. C

ustomers can even get a feel for the fully transparent roof. This allows customers to fully experience their personalized product, giving them a visual representation of their own creation, spinning in 3D, as demonstrated below.

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Using tech in your own business

With your own products, be they marketed traditionally or through holograms and augmented reality apps, allow your customers to become not only more familiar with your product, but engaged with the product. Just as I said about TNT’s “Falling Skies” augmented reality, the hologram also succeeded because it was playful and interactive, limited only to the participants’ creativity.

The strategy was to tap into a very basic advertising concept: make the consumers experience the product. Long gone are the days of handing a customer a pamphlet with customization options. Now, they are handed an iPad and can instantly see what the finished product would look like. Instead of listing customizing options, they tap the appropriate area of the app and the car is instantly changed to reflect the desired options. Think of what this could do for your next marketing campaign. The customers wanted to play with the app and browse all of the options, and the longer they play with it, the more likely they are to take something away from the experience; such as a fondness for your brand and product.

When consumers can see, touch, and fully interact with the product, they can make better buying decisions and even enjoy the process of doing so. This might be the most important thing to take away: allowing the consumer to engage with your product makes the experience enjoyable and therefore something the consumer will want to experience again and again. It takes the product from a flat concept, to enjoyable, and turns a product demo into an experience they remember. This is something you might think about employing with your own products.