Why should you create immersive experiences in communication? - Premium beauty

A festive integer animation for L’Occitane en Provence by WANDS Paris

An immersive marque acquisition proposes an enriched situation that encourages the assemblage to usage its senses, to consciousness progressive and to interact. Immersion takes assorted forms successful marque connection strategy and adapting contented instauration – carnal spaces transformed to invitation the assemblage into the marque universe, augmented world and spaces utilizing virtual world oregon 3D, holograms, airy projections, gaming spaces, customization possibilities… The caller marque contented wants to beryllium engaging, antithetic and emotional. The bureau WANDS Paris develops innovative approaches and sources the champion technologies for their deployment.

The extremity of twelvemonth play represents a cardinal infinitesimal for brands that request to basal out. The marque L’Occitane en Provence has solicited the bureau WANDS to deliberation of a conception and immersive integer acquisition for each their markets worldwide astir their prima merchandise for this play – the advent calendar. This illustration highlights the reasons wherefore immersion is of paramount value to scope selling objectives.

The benefits of an immersive marque experience

Immersion and its uses successful a multi-channel operation supply an amplification and solution of brand objectives: memorization by the audience, whose cognitive aspects are activated; engagement which is provoked by the affectional facet of the experience; increasing notoriety of the marque offering an acquisition to share; and differentiation, by a unsocial connection line. A study outlines that 61% of consumers would beryllium much apt to bargain from brands who usage immersive technology, specified arsenic augmented oregon virtual world and 3D content.

Hence, for L’Occitane, respective circumstantial objectives were defined earlier starting the task to make peculiar features: the accessibility of the acquisition which needed to beryllium idiosyncratic and mobile friendly; conversion by encouraging gifting and advent calendar sales; a boost of traffic and engagement; and finally, the quality to collect information and KPIs. The conception that was developed corresponds to these objectives portion bringing surprise and playfulness.

Combining performance, exertion and creativity

The attack by the bureau WANDS began by an exploration of the marque beingness – that of L’Occitane of Provence is rich, authentic, colorful, engaged. From a study of the marque values and the taxable of the twelvemonth – crafters of quality – arsenic good arsenic a reinterpretation of the illustrative and chromatic scope of the universe, a planetary conception has emerged. The ambition was to indulge the assemblage successful the enchanted satellite of the marque done 3 integer activations that acceptable into the e-commerce website.

WANDS has worked connected the creator direction, the design, and the improvement of an immersive landing page with the main nonsubjective of converting. The purpose was not lone to item the advent calendars successful an immersive leafage plan and to suggest a nonstop “Add to cart”, but to explicate the characteristics and differences of each calendar, and their unsocial selling propositions. The customer journey has been optimized to specify the shortest mode to the cart. Finally, a widget invites the assemblage to observe different products. The animation is integrated wrong the e-commerce website done an HTML codification oregon iFrame, offering an enchanted parenthesis.

The 2nd animation brings to airy a virtual advent calendar that aims to thrust traffic, conversion and engagement successful much than 26 countries. The bureau has imagined a 3D setting with a Christmas histrion formed by cubes, turning connected a pedestal and utilizing ocular elements from the vacation campaign. Every day, 1 container opens itself upon a click, to uncover an offer, keeping the suspense of the find for the audience. A signifier allows data collect and the reception of the offers by email. Just similar the archetypal animation, this acquisition is customizable by each country, successful presumption of images, texts, links and email template. A connection program accompanies the animation to explicate the conception of the virtual advent calendar.

Finally, the 3rd animation is much experimental and implies the assemblage information with a Gift Finder – done questions and answers to find the perfect gift. The originality resides successful the plan of the experience, based upon the creator absorption of the planetary acquisition and an animated 3D box astatine each step. After answering the questions, the container opens itself successful an detonation of ribbons, provoking surprise, earlier revealing suggested gifts.

The stakes for the marque were multiple: the value of being immerged into the marque universe, the storytelling, the adaptation with the e-commerce website of each market, adapted UI and UX, the presumption of the USP (unique selling proposition), and the specificities of each market.

An acquisition deployed internationally

Artistic design, 3D contented creation, elemental user journey, marque immersion, method development… To these criteria, the marque added an indispensable one: the planetary magnitude of the task to warrant the holistic magnitude of the marque and to let the section adaptation by respective countries. Indeed, each acquisition is customizable by the markets who tin alteration the substance and thus, the connection (including Arabic oregon Mandarin for instance), the ocular assets, the links and template. Customization is offered to the users done a personalized back office. Furthermore, the users tin beryllium managed by an head who tin grip antithetic entree levels. The information from the assemblage tin beryllium downloaded safely by each market. For an optimal operation, the integration of Google Analytics successful the backmost bureau allows for the a follow-up and tracking of the animations, to get the applicable KPIs – fig of clicks, magnitude of sessions, bounce rate… Technology is arsenic the work of an immersive and innovative approach, and invites the idiosyncratic to wonderment wrong the marque universe.