The immersive experience grows up

Six years ago we began delving into the world of immersive, before it was a widely used term. Hiking a hard drive around Europe in a heavy duty Samsonite suitcase to demonstrate the future, through virtual reality at first. It didn't feel very futuristic.

Looking back there were several slightly clunky moments; the newness of the tech, the sometimes embarrassment of wearing the headset, the occasional tripping over the wire - (no wireless in those day) as you reach out into the air. All while someone filmed your humiliation on their smartphone - shared on social media within minutes of course.

Thankfully times have changed. The last nine months or so have seen a shift in attitudes, with many if not most organisations developing plans based on the commercial benefits of immersive - it's no longer only the pursuit of the leaders who want to be seen to innovate, to explore. We've developed some incredible pioneering projects in augmented reality, virtual reality and artificial intelligence. Some demonstrate how you engage younger audiences - those normally disengaged - others focus on creating a more impactful experience, through interactivity. One in particular allows users to change all the elements within a space - all driven by insights gleaned along the way.

It's the impact that interests me the most and defining what effective communication means.

There are some impressive stats to back up the importance of impact, stats which are modest I'd suggest: There is 27% higher emotional engagement than a flat 2D environment with VR, with viewers engaged 34% longer than viewing in 2D. There is no question that it generates an impact, a conversation, a memory, and immersive has the opportunity to stand out, if executed well for the right audience at the right time.

We've collated some of our projects on our website here. No wires attached. All thoughts welcome!