Introduction to Honda’s Wall of Dreams
Honda has unveiled its inaugural augmented reality (AR) out-of-home (OOH) initiative, named the “Wall of Dreams,” in major Los Angeles shopping centers to promote its electric vehicles (EVs). The interactive billboards, crafted by artist Paul Shipper, seek to engage holiday shoppers during the year’s busiest shopping period. These eye-catching billboards incorporate AR technology, allowing passersby to interact with the display through their smartphones, providing an immersive experience that highlights the features and benefits of Honda’s electric vehicles. This innovative marketing campaign aims to not only raise awareness about Honda’s EV offerings but also to position the brand as a pioneer in both the automotive and out-of-home advertising industries.
Technology and exhibition schedule
During the Black Friday weekend, the premier mural was exhibited at The Grove in Los Angeles, using “sky segmentation” technology to smoothly integrate digital content into the real-world setting. This installation will remain until December 7, with a subsequent display at The Americana in Glendale from December 1-7. By scanning a QR code with their smartphones, shoppers can activate the exhibits. Once activated, users will be able to interact with the digital art pieces, elevating their shopping experience and discovering new perspectives through their screens. This immersive display allows visitors to engage with the murals in a unique way, blending art, technology, and retail spaces for a next-level experience.
Environmental message and goals
The captivating murals are part of Honda’s new campaign that pledges to accomplish net-zero carbon emissions by 2050. The AR experience shares details about the company’s electric vertical takeoff and landing aircraft (eVTOL) and outlines Honda’s strategies for attaining carbon neutrality. These innovative murals are not only visually stunning but also educational, effectively raising awareness about the urgent need for sustainable solutions in the transportation industry. By integrating art with technology, Honda aims to engage the public in their ambitious mission and inspire conversations about the future of mobility and the importance of reducing carbon emissions for a cleaner planet.
Prologue and algae initiatives
This includes initiatives involving algae and the launch of the 2024 Prologue, Honda’s inaugural all-electric SUV. Honda’s all-electric SUV, the Prologue, demonstrates the automaker’s commitment to environmental sustainability and innovation in the electric vehicle market. Furthermore, exploring the potential of algae as a renewable energy source further solidifies Honda’s dedication to reducing their carbon footprint and finding viable alternatives to traditional power sources.
Growing popularity of interactive OOH experiences
Interactive OOH experiences have become increasingly popular with marketers, with the OOH marketing sector expanding by almost 23% from 2021 to 2022. About 70% of consumers take action upon viewing a digital street-level ad, demonstrating this medium’s potential for audience engagement. This success can be attributed to the eye-catching nature of digital street-level ads, capturing consumers’ attention with dynamic visuals and tempting them to interact. Furthermore, advancements in technology have allowed for the integration of personalization, augmented reality, and social media engagement, making these ads more relevant to the audience and increasing the likelihood of driving sales and brand awareness.
On-site Honda representatives
Honda brand representatives will be present at each “Wall of Dreams” venue to assist shoppers with the AR experience and hand out branded bags as freebies. These representatives can provide valuable information about Honda’s latest offerings and answer any questions visitors might have. Engaging with this AR experience not only creates an enjoyable and interactive environment for shoppers, but also reinforces Honda’s commitment to innovation and customer satisfaction.
AR’s appeal in marketing
As a means to enhance outdoor campaigns and enliven advertisements, AR has been gaining appeal among marketing professionals. Incorporating augmented reality in marketing strategies provides an interactive and immersive experience for consumers, making brands more memorable and captivating. This technology encourages user engagement and fosters a deeper connection with the target audience, ultimately leading to a more effective and successful marketing campaign.
First Reported on: marketingdive.com
Frequently Asked Questions
What is Honda’s Wall of Dreams?
Honda’s Wall of Dreams is an augmented reality (AR) out-of-home (OOH) advertising initiative launched to promote Honda’s electric vehicles (EVs). The interactive billboards, placed in major Los Angeles shopping centers, engage passersby by allowing them to interact with the display through their smartphones for an immersive experience.
Where are the Wall of Dreams exhibits located?
The Wall of Dreams exhibits are displayed in two locations. The first exhibit was at The Grove in Los Angeles from Black Friday weekend to December 7. The next exhibit will take place at The Americana in Glendale from December 1-7.
How can visitors interact with the Wall of Dreams?
By scanning a QR code with their smartphones, visitors can activate the AR experiences. This allows them to engage with the digital art pieces and discover new perspectives through their screens, elevating their shopping experience and immersion into the exhibits.
What is Honda’s environmental message and goals?
Honda’s environmental message and goals are centered around their commitment to accomplishing net-zero carbon emissions by 2050. The Wall of Dreams AR experiences share information about Honda’s electric vertical takeoff and landing aircraft (eVTOL), the strategies for carbon neutrality, and the all-electric Prologue SUV launching in 2024.
Why have interactive OOH experiences become popular?
Interactive OOH experiences have become popular due to their potential for audience engagement. They capture consumers’ attention with dynamic visuals and encourage interaction. Advancements in technology allow for personalization, augmented reality, and social media engagement, making these ads more relevant to the audience and increasing the likelihood of driving sales and brand awareness.
What is the role of Honda representatives at the Wall of Dreams venues?
Honda representatives are present at the “Wall of Dreams” venues to assist shoppers with the AR experience, answer questions about Honda’s latest offerings, and hand out branded bags as freebies. Their presence reinforces Honda’s commitment to innovation and customer satisfaction.
Why is AR appealing to marketing professionals?
AR is appealing in marketing as it provides an interactive and immersive experience for consumers, making brands more memorable and captivating. This technology encourages user engagement and fosters a deeper connection with the target audience, resulting in more effective and successful marketing campaigns.
