Car group Audi has become the first company in Australia to use holographic sales assistants in one of its showrooms. Brian Craighead, managing direct of Prime Digital Media, the group which created the hologram, told The Australian that the shift of interest to holographs and 3D content has been quick.
“It really went from bleeding edge to leading edge overnight,” he said.
“The trick involved is a product of the content world. They are all playing tricks with your eyes and you need to know how to work the content to make it work. We have been really surprised at how enthusiastic the marketing world has been about this.”
Craighead also says marketers will become more interested in holograms and 3D content as they provide an “experience” to users rather than simply relaying information.
“You want people to stop. Consumers are much harder to reach and I think now the battleground is when they are out and about. People are not interested in seeing just a screen anymore so you have to have an improved product.”
Companies developing 3D technology for televisions already include Panasonic, LG, Philips and Sony.
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
