New-Age Interactive Communications

© 2014 Jasiel Creations

Jasiel Creations Proprietary

Journey of Customer Involvement

The Beginning

Customer interaction

• A sign painted on wall
of a building
• Town criers hired by
merchants to sell goods

Propaganda &
Mechanization

The Emergence of
New Mass Media

• During World War II,
advertising became a
medium for propaganda.

• Radio and cinema
became commercially
available

• Governments used
advertising to persuade
their citizens to join the
military.

• Sponsorship rights for
a show were sold to
businesses

Television

• Television’s popularity
surpassed that of radio.
• The industry
considered TV the
number-one medium for
advertising.
• Multiple sponsors
became a permanent
feature of the
commercial television

Advertising
Revolution
• Advertising also
became subtler and
more intelligent, often
adopting a
conversational style.
• The advertising of the
age cleverly used all
media, including the
Internet.

Timeline


This is the
current state
of
Advertising
industry.
The customer
engagement
and
interaction is
bound to
increase.


Customer Attention Span and recall

Propaganda &
Mechanization
The Beginning

• A sign painted on wall
of a building
• Town criers hired by
merchants to sell goods

• During World War II,
advertising became a
medium for propaganda.
• Governments used
advertising to persuade
their citizens to join the
military.

The Emergence
of New Mass
Media
• Television’s popularity
surpassed that of radio.
• The industry
considered TV the
number-one medium for
advertising.

Television


Advertising
Revolution

• Instead of focusing on
the product, ads
endeavored to
strengthen the brand
and create an image for
the company.

• Sponsorship rights for
a show were sold to
businesses

• This period witnessed
some of the most
creative ads of all time.

• Radio and cinema
became commercially
available

• Multiple sponsors
became a permanent
feature of the
commercial television

• Advertising also
became subtler and
more intelligent, often
adopting a
conversational style.

Customer
attention
span can be
increased
using
innovative
advertising
techniques.

• The advertising of the
age cleverly used all
media, including
newspapers, television,
direct mail, radio,
magazines, outdoor
signs, and, of course,
the Internet.

Timeline

Brand Recall - Casualty of the growth

What are we going to do about it?

Increase
advertising
budgets(but
for how long?)


Increase POS
contact
points(limited
retail space )

Use and
buy(financial
viability will be
a big question
mark)

Online
Interactive
Campaigns
(the internet
usage in India
is less than 2%)

Use innovative
tools to
improve
customer
attention span
and recall.


New-Age Interactive Communication(NAIC)
• Definition:
New-Age Interactive Communication is about
leveraging multiple cutting edge technological innovations
to
engage customer for longer durations by satisfying one’s need to
interact with the product, by providing an interface and bridging
the gap between real and virtual experience.
• Key Characteristics:
– Interactivity

– Proximity
– Immediate feedback
– Experience

– Wow factor


Advantages of NAIC
• Quality interaction between consumer and the product, an idea or
a brand.
• Facilitates longer attention span
• Bridge the gap between product experience and product
ownership
• Option to the consumers to interact before spending
• Control on exposing the product features to potential customers.



Jasiel’s Offerings
RFID/Bar
Code Reader
& Scanners

Virtual FX
Multi-touch

Android
Apps

3D Holo
Vision

Augmented
Reality

Products/
Services

3D Depth
Sensing

Balloon TV

Virtual
Xtreme
Cinema
Activation

Photo Point
Live Poster



Castrol – Virtual Penalty Shootout
•

Being a sponsor of FIFA World Cup, Castrol wanted to do an innovative campaign
around soccer

•

Using John Abrahim as a goal keeper, Jasiel executed a virtual soccer game with
dual projection (Wall & Ground projection)

•

Wall projection represented the goal post guarded by John

•

Ground Projection represented the field where virtual football appeared

•

User had to hit the virtual ball on the ground to score the goal

•

User had to score maximum goals out of four chances



Castrol – Virtual Penalty Shootout



MTS – Mblaze Cinema Activation
•

Jasiel created a cinema oriented activation to highlight the speed factor of Mblaze
datacard

•

Just before the start of the movie, audience were made to play an interactive
game

•

Audience had to control the motion of bike running on screen by waving their
hands left/right

•

On the way, biker had to grab Mblaze dongles for turbo boost in speed to reach
destination in time

•

Camera and sensors inside the cinema hall put the audience directly on the screen
in real time

•

Audience is mesmerized by seeing themselves waving hands on screen while
controlling the bike



MTS – Mblaze Cinema Activation



Castrol – Cricket Lab
•

Being a sponsor of ICC WC 2011, Castrol organized a cricket performance centre
for its elite distributors during world cup

•

The idea was to fascinate the distributors with next to real cricket environments

and make them exploit their cricketing skills
•

Jasiel executed four different games for Running, Batting, Fielding and Bowling

•

Intuitive nature of these games provided real time Hawkeye (3D) view of every ball

•

Factors like Distance Hit for batting, Bowling speed for bowling were generated on
the fly and displayed on a plasma

•

Reports like Wagon wheel, pitch maps were shown after end of each over



Castrol – Cricket Lab



Godrej – Go-Jiyo Website Promotion
•

Godrej launched their social networking and 3D gaming website

•

Jasiel executed a 3D virtual arena comprising of 6 different virtual experiences

•

User was taken through each of the experiences integrated with live characters
featured on the website

•

Encounters like Virtual Beach, Virtual Graffiti Wall, Underwater games fascinated
the audience



Godrej – Go-Jiyo Website Promotion



Supertech – Red Carpet (Paparazzi)
•

Supertech launched the highest building in North India

•

To welcome the elite audience of the event, Jasiel designed a virtual red carpet

entry for the guests
•

Two LED walls placed parallel to each other at the entrance featured virtual
photographers and crowd, ideally looking here & there

•

The moment a guest arrived, the photographers started clicking photos with
continuous flashes giving a paparazzi effect

•

Guests were delighted and felt like celebrities walking on Red Carpet



Supertech – Red Carpet (Paparazzi)



Nokia – Money Game
•

Nokia along with UBI launched anywhere money

•

Jasiel created a touch screen based money game wherein user had to catch flying

currency notes
•

User had to touch maximum money in a limited span of time

•

Total of various currency notes grabbed by the user was displayed at the end of
the game

•

To enhance the physical experience, the touch screen was fabricated in the shape
of a mobile handset



Nokia – Money Game



Castrol – Sludge Busters
•

Castrol had put up technology show inside Tata plant

•

Jasiel created a virtual shooting game showcasing the power of one of the

product, Magnatec
•

Virtual garage setup with sludge particles around at different places was designed

•

User was given a wireless laser gun for aiming and shooting the sludge

•

The sludge particles burst with virtual sludge busters fired through the gun

•

User had to burst maximum sludge particles in limited time frame



Castrol – Sludge Busters



MTS – Life-Size Android Replica
•

MTS launched HTC android handset with their data plans

•

Jasiel created a life size replica of the handset mounted on a self standing kiosk

•

Backend software of the replica was also created to give a complete phone
experience to the user on a life size format

•

Equipped with Feather soft touch technology, the touch experience enhanced the
overall look and feel of the product triggering the user’s involvement



MTS – Life-Size Android Replica



Nokia – Air Cricket
•

Being a sponsor of T20 Champions League, Nokia wanted to do an innovative campaign
around Air Cricket

•

Using 3D Depth Sensing technology a cricket game was created, Jasiel executed this
virtual Air Cricket game with a thought of giving a field like experience while remaining
off field

•

65” Plasma represented the Stadium view from Batting end.

•

Each user were given 6 different deliveries in one over to play

•

User had to hit the virtual ball in the screen with there hand moments

•

Any user who scores, more than 20 runs were given a chance to win CL final match
ticket

•

While the users were playing there videos were being shared online as well on YouTube

•

The user to get maximum number of likes on online video were also awarded with
tickets for final match

•

The entire activity was branded as “Nokia ke Asli Champions”


Nokia – Air Cricket



Slice – Remote Android Activation
•

Katrina trapped in a slice bottle inside a huge LED screen

•

Nine crowns on one side of screen hiding nine tools beneath them

•

User is provided an android tablet replicating the LED screen along with nine
crowns and Katrina trapped in bottle

•

User chooses and drags the crown on the tablet to the bottle

•

On touching the crown with the bottle, corresponding crown flips on the LED
screen revealing the tool and in turn hitting the bottle to take Katrina out

•

User gets three chances to take Katrina out of the bottle



Slice – Remote Android Activation



Lays – Augmented Reality
•

User stands in front of LED screen with a camera mounted on top

•

Camera captures and puts the user on LED screen

•

User sees his mirror image on the screen

•

Saif comes walking in the screen eating a pack of lays and asks user to choose their flavour

•

User picks up their flavour from a physical rack of lays

•

Corresponding to the flavour, the environment is triggered from backend with Saif coming
in and dancing with the user

•

The whole sequence is recorded and made available for the user to upload on facebook



Lays – Augmented Reality



Oakley – Facial Recognition with Eye Tracking
•

Being a sports oriented company, Oakley wanted to do an innovative campaign around
there new range RADAR

•

Using face recognition with eyes tracking technology an AR Based 3D modeled Showcase

was created
•

Jasiel executed this virtual sun glasses boutique experience with a thought of giving a real
like experience to masses without using actual product

•

Two rear projection screens showcased the 3D models when idle

•

Automatically on tracking eyeballs it switched to showcase the sunglasses on user eyes

•

With wireless keyboard, they could switch between different models and try them and get
a picture clicked to see which one suited the best.

•

The entire activity was branded as “BEYOND REASON”

•

The activity was also promoted heavily with famous cricketer and Oakley’s Brand
Ambassador Yuvraj Singh giving his valuable time and talking about brand


Oakley – Facial Recognition with Eye Tracking



Kellogg’s – 3D Depth Sensing with Gesture Recognition
•

Using 3D Depth Sensing and Gesture Recognition system we created a game from there latest

TVC for famous product Chocos
•

The entire 3D sequence and frame by frame modeling of the game helped us in giving a real like
experience to masses

•

On a big LED wall the game was being played by kids standing on spacecraft and they were
controlling the left/right movement of same with head movement while widening of arms gave
them speed

•

On the way they had to collect milk and Chocos and on every successful collection of any big
Chocos or Milk Carton, the game would freeze in time and the camera would take a 3600 rotation

showing their face as well and exciting them even more
•

While playing, their video was also being captured and was shared later

•

Kellogg’s also did a viral around it and showcased the same on YouTube as “Monkey and Kids
Playing Video Game”

•

Kellogg’s India brand ambassador Karishma Kapoor (Bollywood Superstar) also came down and
experienced the game.


Kellogg’s – Depth Sensing with Gesture Recognition



Kurkure – Live Jib Jab (Happy Family)
•

Using Facial Recognition system we created LIVE Jib Jab experience from there latest

Kurkure Happy Family TVC
•

The entire sequence and doing it live amongst users was an eye candy and helped
involving & engaging people from different age groups

•

On a 42” LCD screen the technology was being showcased where shoppers in MTO were
invited and given an option to select any character from TVC with whom they wish to
replace their face

•

After selection of character, user’s face grab was taken and TVC was reproduced with
their face being supper imposed on the selected character and shown on the LCD screen

•

After it finished playing, their video was also shared on Facebook with TAG/Like of fan
page

•

Kurkure also did an ATL around it and attracted foot fall to nearest stores as it was being

executed in 5 Metro cities with 10 touch points in total


Kurkure – Live Jib Jab (Happy Family)



Nestle – Live Pledging to promote Breast Feeding Week
•

Using Web Service we had created a system where in we could keep track on number of
clicks being done online, number of people voting through SMS or missed call.

•

Nestle Start Healthy Stay Healthy campaign was designed to track and show live counter
of people taking a pledge “Breast Feeding is Best Feeding”

•

On a big LED wall there was an outline of character with baby in hand showcasing breast
feed with the counter of people taking pledge throughout India

•

People pledging inside the mall had special SMS code, so that their names could become
part of live ticker from the same location

•

With the live update of counter for pledge, our animation was programmed to reveal few
pixels inside the outline and by the end of campaign (after 3 days) slowly the entire image
was revealed

•

With this we had also designed Nutritional Games like Quiz/SuDoKu on Android, so that
the awareness could be spread around & eventually people can pledge for the cause



Su Do Ku

Nutritional Quiz


Google – Impact Challenge
•

Part of Global Impact Awards by Google, the challenge comes to India every year

•

Google helps and supports one of the Non-Profit Organization every year and gives
them a total of Rs 3 Crore as award money

•

We helped Google by designing a voting app which had buttons for the shortlisted
organizations

•

A user can view the video of efforts the organizations had put in to make a better future
and was allowed to vote for up to 4 such organizations

•

All this data was being recorded and saved and by the end of this promotion inside the
malls, the further shortlisted organizations were selected through an android app where
masses could vote.

•

Keeping the campaign simple and to the point, the entire focus was kept on “A better
world Faster.”



Google – Impact Challenge



Vodafone – Photo Point with Face Morphing
•
•

•

Photo Point gives you a way to turbo-charge your event, campaign, activity while having fun
It bridges the gap between real-world of excitement with social media and offers revolutionary and
effective marketing tool. Creating social buzz between snap, capture, & share engagement
Photo Point Features:
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•
•

Social Activation for Brands
Integrates Live Event and Online Excitement
Ads Real-Time User-Generated Activity to Your Social Media Promotions
Gives Marketing Campaigns a Social Boost
Adds Energy, Focus and Fun to Events
An Excellent Tool for Promotions and Pre-Promotions
Photo Capture with Internet Delivery
Captures Users Data (email, mobile...)
Custom Branded Photo Frames to Spread awareness Across Social Platforms
Online Activity Tracking
Brand Ambassador Integration
Totally Customizable to Your Brand

While using Photo Point for Vodafone, we did a pre-hype of them being part of Formula 1 was
promoted as “Race ahead with the Super-fast Vodafone 3G Dongle”
We were capturing faces of live audience on main server and then relaying it to other 6 client
laptops which had 3G Vodafone dongles connected and users could instantly upload their photos,
while making them like Vodafone India fan page on Facebook too.



Vodafone – Photo Point with Face Morphing



Barcode/RFID – Registration/Social Media Integration
•

A universal concept bringing together the complete event

•

All the audience members are given either Barcodes/RFIDs in their lanyards

•

Once at event, they just need to do one time login to Facebook where the tags get
registered for the event and tag will then hold their Facebook credentials

•

If during the activity say Photo Point is used, user just needs to tap on reader after the
photo is clicked and their photo is automatically posted on Facebook wall

•

The moment they enter the event, their name is displayed on screen in front with
greetings through VOs

•

Whatever activity they perform, gets updated on FB



Barcode/RFID – Registration/Social Media Integration



Hero – Impulse Excitement Meter
•

At the sun burn 2013 in Goa, Hero launched this amazing campaign “Impulse Meter”

•

Based on gesture recognition system the user were mapped to the system

•

They then had to show their excitement level by performing various actions or their

craziness in front of optical tracker
•

The higher the count/percentage/level of excitement, better were the chances of
person being gratified

•

We were able to engage more than 1500 people over 3 days

•

This turned out to be so infectious that people were cuing to experience the same
never the less they all had a great time and we had another successful engagement
with crowd and made them experience something new something crazy


Hero – Impulse Excitement Meter



Jasiel – in Nut Shell
•

Jasiel is a global design and technology firm specialized in emerging era of
interactive communication with more than 100s of successful executions

•

Strategic partnerships with Research & Development houses across the globe
enriches us with current and future market trends in the field of technology

•

Possessing not only the power to innovate, but to customize the innovation leads us
& our customers to endless opportunities with 100% customizable solutions

•

With a team of young engineers, entrepreneurs and elite intellectuals, Jasiel’s
mission is to revive the industry with continuous novel experience

•

In terms of numbers, we have
– 60% Engagement rate in FB
– 90% Crowd Participation
– 80% Brand Recognition



Jasiel – Brands worked with



JASIEL CREATIONS
www.jasielcreations.com
568 – A, LG Floor, Sector – 39
Gurgaon – 122002 (Haryana)
Ph: +91 (0) 124 430 8200


New-Age Interactive Communications

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