Honda's "Wall of Dreams": Transforming Out-of-Home Advertising with Augmented Reality
In a groundbreaking move, Honda is embracing augmented reality (AR) as part of its out-of-home (OOH) advertising strategy, debuting interactive murals at prominent Los Angeles shopping centers. The "Wall of Dreams" campaign, a key element of Honda's broader "Keep Dreaming" initiative committed to achieving net-zero carbon emissions by 2050, is set to captivate holiday shoppers with innovative AR experiences.
The Technology Behind the Magic: Utilizing cutting-edge "sky segmentation" technology, Honda's AR murals seamlessly blend digital content with the real-world sky, creating a captivating and immersive experience. Shoppers at The Grove experienced the first installation over the Black Friday weekend, with a follow-up scheduled at The Americana from Dec. 1-7. Activated by mobile phones through QR codes, these displays bring to life Honda's vision for a sustainable future and showcase its lineup of electric vehicles.
The Artistic Vision: Illustrated by renowned artist Paul Shipper, the murals take viewers on a journey through Honda's commitment to carbon neutrality. The experience begins with an electric vertical take-off and landing aircraft (eVTOL) descending from the sky, rotating in 3D, and taking off again. This visually stunning narrative is a testament to Honda's dedication to innovation and sustainability.
Connecting with Consumers: Understanding the power of interactive advertising, Honda aims to engage consumers during the busiest shopping period of the year. With research indicating that nearly 70% of consumers take action after encountering digital street-level ads, the company strategically leverages OOH marketing, which experienced a remarkable 23% growth from 2021 to 2022.
Honda's "Keep Dreaming" Campaign: The "Wall of Dreams" initiative aligns seamlessly with Honda's overarching "Keep Dreaming" campaign, emphasizing a carbon-neutral future. Beyond the captivating AR experiences, the murals communicate Honda's projects involving algae and showcase the 2024 Prologue, the company's first all-electric SUV. Brand ambassadors stationed at each location enhance the experience, guiding visitors through the journey and distributing branded merchandise.
Augmented Reality in Marketing: Honda joins the ranks of forward-thinking brands like Tripadvisor, Shake Shack, and Lego, recognizing the potential of augmented reality in elevating outdoor advertising campaigns. By incorporating AR into the "Wall of Dreams," Honda not only engages shoppers but also sets a new standard for innovative, interactive marketing.
As Honda pioneers the fusion of AR and OOH advertising, the "Wall of Dreams" stands as a testament to the brand's commitment to sustainability and innovation. This immersive experience not only captures the imagination of holiday shoppers but also reinforces Honda's position at the forefront of the automotive industry's evolution toward a greener future.