Bringing brands to life
EN learns more about the growing world of augmented reality
from Engine Creative’s client services director, Andy Wise
What are the origins of Engine Creative?
As a company established in 1997, we
have well and truly grown up in the digital
age, as such we have always embraced digital
progression to stay ahead of the curve. We
created the first fully augmented magazine
for Top Gear in 2011 and saw the amazing
potential of AR from the get-go – we have been
committed to bringing it to our clients ever
since!
Augmented reality gives brands the
opportunity to bring their products to life – by
combining real world elements with high
quality digital assets we are able to create
immersive brand experiences that pave the
way for deeper engagement.
What are services does Engine Creative
offer?
Engine Creative is a full service creative
and digital products agency, we work with a
strong client base which includes global brands
such as Argos, Facebook and Travis Perkins.
As a Design Week Top 100 agency, we are
passionate about bringing brands to life online,
on mobile devices and through augmented and
virtual experiences.
How is the technology currently being
used at exhibitions and what is its future
potential?
AR provides an invaluable opportunity for
audiences to connect with event spaces in a
new way, the possibilities are endless really!
Your exhibition stand could become a trigger,
launching highly engaging content when
scanned with a mobile device; it could even be
turned into a game or video player.
AR is also really great for companies that
produce large or immobile items, such as
aeroplanes. Through AR they are able to travel
with their products digitally, showcasing their
features and assets without needing to make
extravagant and expensive travel arrangements
– broadening the event horizons hugely.
Have you found that customers are
becoming more knowledgeable about
AR?
AR has rightfully taken off recently and
begun to fully integrate itself into our
daily lives, as more people experience the
possibilities of the technology the demand will
only keep increasing. The possibilities are really
only limited by the imagination and we are
always looking for inventive and unique new
solutions that push the boundaries of the tech,
over the next few years we see a lot of room for
growth and progression within the industry, we
are really excited to be on the front line of
such exciting developments.
This is especially true in the event and
exhibition market, where space is limited and
competition is high. You want to catch visitors’
attention fully and create a lasting impression
that goes far beyond the exhibition space; AR
provides a flexible and adaptable way to do this.
How do you see Engine Creative evolving
in the future?
We hope to stay at the forefront of
developing technology and continue to create
amazing experiences for our clients, utilising
the best and most innovative technology to get
the results they want for their brand for many
years to come.
We see huge areas for development within
the exhibition sector specifically and we’re
very excited to delve further into this as we go
forward with new advances along the way.
There is often a perception
that new technologies like AR
are prohibitively expensive,
why should clients make the
investment?
AR opens up so many potential doors
that the ROI can be extraordinary – we
all know that brands who achieve the
highest engagement get the most
rewards. We believe that the most
valuable brand engagement is driven
by emotion and brought to life by
technology – brands come to life when
audiences interact on a deeper level
and become involved in who you are
and what you do – this is the key to brand
engagement, and we believe AR provides
it.
exhibitionnews.co.uk | February 2019
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