Porsche, ZeroLight and Ultrahaptics integrate interactive advertising into new retail concept

Joseph Artgole of ZeroLight

Porsche, ZeroLight and Ultrahaptics have combined the principles of interactive advertising with ground-breaking technologies to modernise public media installations. Delegates will be able to interact with an UltraHD advertisement of the Porsche Cayenne Turbo to customise the vehicle through detailed mid-air haptic cues, delivered directly on their bare hands by Ultrahaptics’ ultrasonic, glove-free technology.

“This demo showcases the powerful effect that haptics can have on the user experience when combined with best-in-class graphics. Research shows that haptic interfaces significantly impact the three golden metrics of digital advertising: engagement, dwell time and recall.” – Richard Hayden, head of Digital Product for Ultrahaptics.

The concept showcases how customisable digital product placements can be integrated into the wider dealer network. This allows the digital showroom to extend beyond the dealership and proprietary websites, increasing overall reach whilst enhancing the engagement potential of public advertising.

During the demo, a user can scan a QR code to create a dedicated microsite featuring rich media content focused around their personalised vehicle. The microsite delivers further customisation whilst providing an entry point to the intelligent car configurator concept, revealed by Porsche and ZeroLight earlier this year at Startup Autobahn.

“The integration of such technologies to deliver a truly unique standalone experience creates highly effective touch points outside of the dealership that are part of the overall connected retail experience” – Joseph Artgole, associate marketing director, ZeroLight.

The advertisement itself is comprised of a series of videos sequenced to allow users to seamlessly switch between a wealth of configurations. The videos were batch-produced via an automated process in under 24-hours, providing an economical, highly engaging alternative to traditional static advertising.

When combined with the use of mid-air haptic technology to emphasize experiential interaction, it creates an intuitive, accessible and hygienic method of digital exploration. This encourages active involvement in the experience, driving brand affinity whilst connecting public advertising to a wider retail ecosystem.

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