Introduced to a general audience in Belarus nearly a year ago, “Heart to Heart” platform serves as an inspiration for TBWA campaigns for Pernod Ricard’s brand ARARAT. The most recent one inspired a brand new technology creating a unique customer experience. So here’s the example of how advertisers collaborated with app developers to draw more attention to the way we enjoy brandy rather than explaining the choice of a drink.
As the idea seemed quite ambitious, ARARAT preferred their brand communication to be innovative and sincere at the same time. This is how they came up with an idea to use an emotion recognition as a main feature of a mobile application. The core of the technology lies in special neural network not only recognizing your speech but also assessing your emotions while you’re talking. The process relies on machine learning, getting better at recognizing emotions every time you use the app.
But the app itself has no actual value for brandy fans without a special glass. Developed by the glass industry professionals and 3D designers, the new glass discloses one more specific feature of the app – hologram projection. The app menu offers users to choose their own drinking situation – whether it’s a family dinner or in some special company. Based on that, it will find a 3D-hologram that fits your personal vibes at the moment. However, you won’t be able to see the hologram until you place the brandy glass on a device, encouraging you to drink emotionally.
https://www.youtube.com/watch?v=ZG8GB1tDqXE
“As most people are completely confused about meanings and assumptions, it’s quite hard to find a suitable drink for special moments that reveal feelings – they just all feel the same”, explains Oleg Romanov, Creative Director at NEF\TBWA. “According to the creative concept, the idea is to change the perception of ARARAT as a valuable gift only. It is the first brandy that understands what your heart feels.”
The brand promotion campaign is currently implemented in Belarus as a key market and may soon be scaled to those of CIS countries.
