There’s a time and a place for technology. One such example would be Marks & Spencer, the UK retailer, which is currently rolling out a series of pop-up virtual reality (VR) hacks to promote its new homeware range. Consumers will be able to strap on Oculus Rift headsets and create their ideal living space by dragging and dropping items from the M&S Loft. They’ll even get help from a virtual M&S avatar Amy.
Granted, some customers might prefer a real Amy to help them search for items, but VR is only the start of much technological innovation to come. The majority of consumers, and marketers, are lapping it up. The allure of the new can be hard to resist.
Technology throws up so many potentialities and, in a fail-fast, fail-better environment, brands may feel that they are being negligent if they don’t get their hands on new kit.
The problem is that clients and agencies too often become lazy by defaulting to technology in lieu of an actual killer creative idea – particularly in the experiential space. Too many brands use creative technology that’s not ownable, is a bad fit with the brand and ultimately ends up a fad.
Technology is important, but it remains a tool for marketers to use to support the central brand message, not override it. A brand and its purpose should sit at the heart of any campaign idea, but technology can muddy the water. By delivering tech-centric activity, brands risk confusing the consumer and what they take out from an interaction about the brand.
Trusting your brand story to a cool tech idea risks leaving the core messages on the sidelines. There’s also the danger that others can come along and simply copy it. Will.i.am’s laser harp played by a Lexus was an eye-catching stunt, but there’s very little to prevent any other car brand doing something similar.
The successful fusing of insight, ideas and innovation can only happen when technology is used to support a brilliant campaign idea, not when it’s mistaken for it. By putting creative technologists at the heart of the creative process, you can guard against one leading the other, and concoct a collaboration throughout the creative journey. This way, ideas emerge that are innovative and practical, but most of all true to the brand.
When it partnered with Nike’s Women’s 10k Run Race Series, Spotify wanted to introduce the idea that music could help improve their running. By asking female runners three questions to help determine their tempo group, the My Tempo app created a perfect playlist based on their running pace. On race day, Silent Disco warm up sessions took place at various tempos.
In contrast, Vodafone’s 1984G Street highlighted how technology had changed lives by demonstrating its absence. The company recreated a street in 1984 to remind us of the analogue world when the first mobile phone call was made. The main campaign message, the power of the 4G network, was then rammed home with the live streaming of a RUN DMC performance.
It’s understandable that agencies want and need to remain on top of new developments, but part of that responsibility is to know when to say no to tech. Staying true to a brand’s DNA is a more sustainable route to building brand communications over the long term, and anybody who can’t see that needs more than a set of VR goggles.
Simon Couch, business strategy director at Wasserman Experience
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