Can brands blend emotion and technology?

Helena Reut-Hobbs

Senior Medical Copywriter

How do brands trigger powerful emotions using technology to create an unforgettable experience, that connects audiences and brands?

In the heart of East London, an old warehouse transforms into a three-dimensional canvas. The delicate brush strokes of Monet’s colourful masterpieces come to life on the walls and begin to move gently, in time with soft, accompanying music. Visitors recline on deckchairs, immersed in impressionism. This is the Monet Immersive Experience, an exhibition that turns the paintings of Monet into interactive, room-encompassing installations. It is a testament to the rising trend of immersive experiences.

Photo: Monet: The Immersive Experience

Awe: the most powerful of emotions

Combining cutting-edge technology, like augmented reality and projection mapping, with creative storytelling, innovative architecture and interactivity, the best immersive experiences transport us to another reality, taking us out of our day-to-day lives.

We start challenging long-held assumptions, seeing things from a different perspective. Freed from distractions, we can truly connect with the experience, becoming an integral part of it. And we experience a strong sense of awe – one of the most powerful emotions we can feel.

Photo: Monet: The Immersive Experience

Our decisions are emotional

Much of our decision-making is driven by emotion, including our purchasing decisions. By weaving together the physical and the digital, brands can craft a captivating, compelling narrative that inspires people and encourages them to engage in a new and exciting way.

If people associate strong, positive feelings with a particular brand, they will form a deeper connection to that brand. So, by eliciting powerful emotions, like awe and inspiration, immersive experiences can maximise the impact of a brand.

Photo: Monet: The Immersive Experience

So what should brands do to maximise the impact of an immersive experience and deepen relationships with customers?

Pack an emotional punch: 

A well-crafted, emotional narrative will foster a deeper connection with the brand, and resonate with people long after they have left the experience.

Adopt a data-driven approach: 

Collecting and analysing data identifies what works and what doesn’t, identifying what can be done to maximise the impact of the experience.

Engage all the senses: 

Activate sound, smell, and touch, as well as sight, to inspire and delight, creating a more holistic experience.

Sharing is caring: 

Tapping into people’s desire to share their experiences with their network amplifies the brand’s reach beyond the experience itself.

“Immersive experiences are potent tools that evoke powerful emotions.

Immersive experiences are potent tools that evoke powerful emotions. They inspire us, making us feel a sense of awe and wonder; feelings that stay with us even after the experience itself is over. They attract, engage, and delight, and prompt us to share our experience with our network. Most importantly for brands, they can help create a deeper, more visceral connection with customers, driving brand loyalty and future sales.

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