The use of AR/VR makes it easier for FMCG marketers to convert sales in a crowded and competitive market space.
FMCG is a massive industry that is changing along to the needs of consumers. They are consistent in keeping up with various economic and social trends over the past decade. But the sprouting of the internet has given brands a migraine when trying to position their products online. It became harder to get the attention of consumers because of the crowded market. The current trends show that majority of consumers today look for products that triggers their emotions at a deeper level.
“Virtual reality has a profound impact on how content can be created and how it can be experienced.”
Throughout the past three years, FMCG discovered the growing potential of computer-generated technology which encompasses the ff:
Virtual reality (VR) – computer-simulated reality that replicates an environment that simulates a physical presence in the real world or an imagined world, allowing the user to interact in that world.
Augmented reality (AR) – immersive experiences which could be created using purely real-world content, purely synthetic content or a hybrid of both.
Implementation for marketing purposes
Before consumers buy your product, you have to market your brand first. For a stable industry like FMCG, it’s pretty hard to cut through the noise. Let’s cut to the chase: we are in a world of evolving technology and consumers—it’s only high-time to include simulated reality and computer-generated technology in your marketing strategy. FMCG brands embraced this concept to connect with their consumers.
Just recently, FIFA World Cup partnered with Coca-Cola to promote their event. Coca-Cola is known to be a long-time supporter of the massive soccer worldwide event. So for one day only, Zurich train station in Switzerland hosted a large-scale augmented reality experience that brought soccer fans together. Passers-by had the rare opportunity to play alongside Swiss player Xherdan Shaqiri, kicking and trading balls with the national athlete.
The AR technology has allowed FIFA World Cup and Coca-Cola to get social media amplification as they also allowed the fans to get a photo-op with the Swiss player.
Customer brand experience
FMCG is a customer-focused industry. It’s important to spoil your customers from time to time in order to increase their loyalty to your brand. Customer brand experience used to be about interacting personally with your audience, inviting them to live events to have a glimpse of your products. But things have changed over the years—today, majority of FMCG brands are leveraging AR/VR to let their audience experience their products in the most exciting and surprising way.
Let’s take P&G’s initiative as an example: When they wanted to promote their new Gillette ProShield razor, they decided on creating an in-store VR experience for their audience. The main goal of the campaign is to immerse men about the new razor blades.
The participants find themselves on a virtual roller-coaster ride along a yellow lubrication strip, flying around a man shaving in his bathroom, before diving into his bristles in the path of a smooth close-up shave.
“Research shows 55% of men and 40% of women express a strong interest in experiencing VR. People are always curious about what they’re going to discover, and intensely focused on the brand experience whilst taking part. It’s a fun, unexpected and contemporary way of engaging consumers. It’s ideal for the kind of modern cutting edge male audience Gillette is trying to reach with this campaign.”
For a few months, the VR experience was implemented in various cities of Australia. The campaign was successful as Gillette reported to have increased their sales because of the customer brand experience activity.
Importance of AR/VR for FMCG