Honda's Immersive AR Murals Highlight Electric Vehicles for Holiday Shoppers
Honda's interactive AR murals blend digital content seamlessly with the sky using sky segmentation technology, creating captivating OOH activations at outdoor shopping centers for holiday shoppers
Article Brief:
Honda has launched its first augmented reality (AR) out-of-home (OOH) activation, featuring its electric vehicles, in major shopping centers across the Los Angeles area, as reported by Our Website.
A "Wall of Dreams" mural was unveiled at The Grove in Los Angeles during the Black Friday weekend. It utilizes "sky segmentation" technology to blend digital content with the actual sky. The mural will be on display until December 7th. Additionally, a second installation is set up at The Americana in Glendale, running from December 1st to 7th.
These displays can be activated using mobile phones through a QR code. The murals are part of Honda's new "Keep Dreaming" campaign, which includes a commitment to achieving net-zero carbon emissions by 2050.
Article Insight:
Research cited by Honda reveals that almost 70% of consumers take action upon seeing a digital street-level ad. This is why the company has chosen to utilize the out-of-home medium to capture shoppers' attention during the busiest shopping period of the year. According to the brand, the OOH marketing industry has experienced a substantial growth of nearly 23% from 2021 to 2022. This has led to an increasing number of marketers transforming OOH advertising into an interactive and engaging experience.
The "Wall of Dreams" initiative showcases murals created by artist Paul Shipper and expands on the company's recently introduced "Keep Dreaming" campaign, highlighting the company's dedication to achieving a carbon-neutral future. The new installation features visuals of the company's electric vertical take-off and landing aircraft (eVTOL) descending from the sky, performing a 3D rotation, and then taking off once again.
The experience also highlights the company's efforts to achieve carbon neutrality by 2050, which includes projects involving algae and the development of new products such as Honda’s new 2024 Prologue, the company’s first all-electric SUV. Honda brand ambassadors will be available at each location to lead the experience and distribute branded bags.
Augmented reality has gained popularity as a tool for marketers aiming to enhance their outdoor campaigns. Tripadvisor, Shake Shack, and Lego are among the companies that have utilized AR to breathe life into their outdoor advertising efforts.
