PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • News
    dejan-naslovnica

    Outstanding: Verčič is the second most cited researcher of global public relations

    chevrole-naslovnica

    McCann Worldgroup México and Chevrolet break fear to run out of power in an electric car

    Goodvertising-naslovnica

    Announcing the 10 winners of the Goodvertising Awards 2020 – recognising the greatest and most impactful campaigns

    white-squa-naslovnica

    WHITE SQUARE ADVERTISING FESTIVAL. IT’S TIME!

    30-godina-naslovnica

    30 Years of Experience

    influenceri-naslovnica

    Influencing the influencers

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Interview
    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

    Neli Angelova: Corporate social responsibility is no longer a trend, but reality

  • Opinion
    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

    Pripravljeni na vse, kar sledi

  • Diary

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Young Leaders

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • 3 questions
    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

    Three questions for Philippe Paget, AdForum: PHNX is encouraging the industry to “rise and shine”

    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

    Three questions for Tiffany Rolfe, Executive Vice President and Chief Creative Officer, R/GA, USA

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

  • B/H/S
No Result
View All Result
Media-Marketing.com
  • News
    dejan-naslovnica

    Outstanding: Verčič is the second most cited researcher of global public relations

    chevrole-naslovnica

    McCann Worldgroup México and Chevrolet break fear to run out of power in an electric car

    Goodvertising-naslovnica

    Announcing the 10 winners of the Goodvertising Awards 2020 – recognising the greatest and most impactful campaigns

    white-squa-naslovnica

    WHITE SQUARE ADVERTISING FESTIVAL. IT’S TIME!

    30-godina-naslovnica

    30 Years of Experience

    influenceri-naslovnica

    Influencing the influencers

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Interview
    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

    Neli Angelova: Corporate social responsibility is no longer a trend, but reality

  • Opinion
    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

    Pripravljeni na vse, kar sledi

  • Diary

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Young Leaders

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • 3 questions
    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

    Three questions for Philippe Paget, AdForum: PHNX is encouraging the industry to “rise and shine”

    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

    Three questions for Tiffany Rolfe, Executive Vice President and Chief Creative Officer, R/GA, USA

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home Opinion

Storytelling in times of technology: the ways of humanising technology and telling better stories

Brands, people, processes, knowledge, reputation and intellectual capital are creators of current competitive advantage

29/11/2017
in Opinion
5 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Hrvoje Budin, Kadei 360, Zagreb

The strength of your story depends on how it is perceived, that is why it is important to understand the principles of narrative perception and its impact on your brand. From birth, people understand the world around them through narrative. Anthropologists say that 70 percent of our knowledge comes from stories. Even when we grow up to be stubborn adults we still remain a storytelling species.

Communicating emotion

People don’t buy a product, solution nor idea, what they buy is a story they have emotional relationship  with. That’s why storytelling is the here and now of marketing. I would like to point out that in Kadei the popular content marketing is only a segment of the storytelling approach, applied by social or digital-only agencies to social networks, and lately used in native advertising. That’s ok from the narrow point of view of a customer’s journey which only accepts online multimedia channels as content rich platforms. We know that it is not so – for the maximum impact of storytelling- the story has to connect through all channels, throughout the customer journey, when we have a touch point with a consumer the story has to be emotionally and content consistent. That is what we focus our work on the most.

Humanising the technology

A textbook example of good storytelling through the augmented reality technology was our recent project of transforming the Sibenik Barone fort into an immersive experience; our task was to design and realise all the content dominated by augmented reality such as film, interactive and animated  elements.

Using technology as a storytelling aide, we were trying to find a way of minimising the technology.  Augmented reality was the solution, because the visitor was not tied to the equipment to live the story, they carried the equipment on their person. They were able to walk around the fort and the reality was augmented by computer generated pictures, videos and sounds.

The augmented reality enabled them to experience the past in an authentic location. It is in a true sense an immersive content and story.  The technology facilitates a two way communication between the user and the content giving the storytelling better quality.

Storytelling u vremenu tehnologija: kako humanizirati tehnologiju i pričati bolje priče

The visitor to the fort will be transported through augmented reality to the times of the Cretan War. The AR glasses and booths will tell the story of Sibenik’s past, giving a visitor a chance to peep into 17the century.

The story of two battles for the defence of Sibenik was told using a feature film  and 3D animation, making it the small scale, Croatian version of the Lord of the Rings. There is also an interactive table for a visitor to explore the history of Sibenik, learn about its historical figures and the cuisine.  The combination, interaction, symbiosis and evolution of storytelling  using AR technology for the  creation of quality storytelling it’s  best presented in 3D virtual guide Frane Divinic who talks about  life in Sibenik in  the past and particularly about two battles for the defence of the city from the  Ottoman army. By using the excellent  multilingual storytelling integrated into the augmented reality we reconstructed the Barone Fort into a recognisable, distinctive and unique product aimed at all the citizens, tourists and visitors. By using an innovative storytelling concept and AR content we transformed the historic fort Barone into a tool for strengthening the commercial and touristic  potential of the city and of the  region. Thanks to the unique link of history, storytelling and new technology,  Barone Fort has earned place in international market .

The augmented reality and it’s more talked about sibling – the virtual reality – are important tools for storytelling. The industry has only recently recognized them as tools for communicating emotions and feeling. Augmented reality is fluid, you can tell a story on location (e.g. a fort) and let the user discover the story depending on where the storytelling path takes them and of course the location’s reality is thus augmented. Virtual reality is a better solution if there is no reality to be augmented, you are creating a virtual world. There is already a combination of AR and VR headsets (soon to come out Sulon Q by AMD) which bring together best of both worlds.

Graph 1: Popularity of Virtual Reality and Augmented Reality searches from 2004 up until today. The incredible hype about VR started with the biggest players entering the market (Facebook, Sony, Microsoft, HTC, Meta, AMD and others), most of their announced products will be on the market this year…

Storytelling u vremenu tehnologija: kako humanizirati tehnologiju i pričati bolje priče 1

Update: Worldwide success of Pokemon Go, based on AR, increased AR interest on Google Trends threefold. AR time is yet to come!

Storytelling u vremenu tehnologija: kako humanizirati tehnologiju i pričati bolje priče 2

The evolution of the storytelling

It is incredibly important to view and see the horizon of storytelling because it expands through media on a  daily basis on its way to the final user. (Wikipedia has an excellent entry on Storytelling through history) The story of brand is more than a static and definitive entry. The brand’s identity can develop and change with time just like a person. That’s why the story of a brand is ever evolving, it needs to  search for ideas for new chapters, but never forget where it started from. Each story of a brand has to be rooted in its past, with clear views and cultural contribution. They are our narrative anchors. They are not stopping us continuing sailing though. To new project, to new untold story, your story.

Watch the video to see the story we told about Barone Fort, more details on the project’s site. By all means leave your comments on our Facebook page or by email about storytelling, augmented reality or any questions you might have

For the end, read 4 tips for efficient storytelling using augmented reality:

  1. Minimise the contact with technology to maximise the experience

The AR goggles need to be ready for grab and use, avoid unnecessary menus, downloading and adjustments. The AR goggles are used to dive into the story , you leave the story by taking them of.

  1. Design a story not an interface

Eliminate use of interface as much as possible, allow the user to lead the story and use space as navigation. The story sequence should be informal, allow the user to “skip” segments ie to freely explore because that is the key element to truly get a feel for the space.

  1. Use the technology within its means

AR is not VR and VR is not AR. Pushing the technology beyond its limits leads inevitably to nonfunctional product. We all know of failed products and gadgets, enough said!

Listen to the users

Listen to the users and follow their advice – but stay true to your creativity. Listen to the users, not only through complaints or commendations on online channels- sometimes the communication there is not always sincere. You get the best feedback at the location mingling with users anonymously. Start informal discussions if you are looking for a better solution for a problem.

The project Storytelling in Augmented Reality in Barone Fort won the MIXX award in the category of Innovative Use of Technology at Days of Communication in Rovinj in 2016.

Tags: Kadei 360storytellingVR
ShareTweetShare

Related Posts

No Content Available
Next Post
FuckUp Nights

FuckUp Nights

PNL Advertising Festival 2021

Press Clipping Slovenia

McCann I&F Grupa Report

MTIKTOK ACADEMY

Konzum

Konzum

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.

Prihvatanjem kolačića se slažete s našim Uslovima korištenja i Politikom privatnosti.PRIHVATAM