First of all - what is that device we are talking about? Hologram pyramid is made of semi-reflective glass panels and an ordinary LCD screen on top. The device creates a 3D illusion for the viewer and makes an image or video appear as if it were in mid air.
It works on the principle of Pepper’s Ghost. Four or three variations of the same image are projected on to the faces of the pyramid. By principle, each side projects the image falling on it, to the centre of the pyramid. These projections work in unison to form a whole figure which creates a 3D illusion.
Hologram pyramids see some rise in marketing application recently, and here's why:
- Guaranteed on-spot wow factor may bring significantly more customers.
- Hologram pyramid is a perfect display to showcase beauty related products - cosmetics and accessories.
- There's plenty of space to install those in shopping malls, moreover - visitors are constantly bombarded with all sorts of printed and video ads inside, so hologram experience is a fresh breath for POS advertisement.
However, buying this device might be a bit too expensive for potential customers - prices, depending on size and quality of the device, may reach 15.000$. Average cosmetics shop, with 10 locations, may face a 150.000$ bill to introduce a new, not widely popular marketing technology. Moreover, devices come without any suitable content, therefore even companies who bought the pyramid, need to approach production companies for each individual product they want to showcase.
Solution? Service providers. A company that hosts several devices to quickly expand a campaign across several locations, and has strong bonds with production companies to ensure best terms, can offer end clients a month long service across same 10 shops for around 10.000$ - huge difference.
HoPro were the first in Lithuania to introduce this service. They manufacture devices themselves to ensure best price/quality ratio, and, of course, contacted us to produce the hologram for their first client - Vitrina Pro.
So, we had a goal to promote new nail polish line from CND - creative play. Brand, style, and message of the recently launched line was a perfect match for holographic marketing.
Getting used to color rendition of the device was the most challenging task - video had to look bright, and provide immersive experience in the same time. Some trial and error, and we figured out how to do it in the best way possible. Avoiding any shadows and using as much neon colors as possible is the key to success for this kind of content.
Elements of animation should be rendered as if they are existing "around" products inside the pyramid. Best way to do it is recreating the device, and objects inside in 1:1 scale inside Cinema 4D (or other 3D software). Better get used to a ruler if you will ever start producing this kind of content.
Camera setup is extremely important - illusion should remain visible from all sides of the pyramid, and a smallest mistake can lead to drastically worse experience.
HoPro amended the stand with a branded sticker, and placed it right next to an escalator, that leads right to the shop's doors. This way they "catched" potential customers on their way. Needless to say, rise of interest in shop's visitors was clearly visible. Device attracted a lot of attention from target audience, and end client's representatives reported extremely effective results per dollar invested.
Hopefully, holographic pyramids as a POS marketing technology will be used wider soon. It's fun, interesting, and really unusual - what else a device like this needs to be in demand?