Three game-changing technologies to watch out for at Cannes Lions 2015
Pepper, the empathic robot designed by Softbank Robotics, is already being used by Nescafe.
AdRoll’s Michael Bertaut gives his tips on which technology companies – above all others – are worth looking out for next week.
Tech is taking centre stage at Cannes Lions this year in a much more meaningful way. For the first time, Cannes Lions has an innovation track, dedicated specifically to the most forward-thinking strategies and technologies that businesses have to offer.
The line-up is impressive, as are the concepts on display. Here are three forward thinking technology companies that we at AdRoll think industry should pay attention to.
#1 Jaunt VR will redefine reality
With Oculus Rift due for release in Q1 2016, virtual reality is set to be one of the major talking points in tech this year. But while Rift provides the platform for widespread virtual reality adoption, it’s the tech firms that create the content for these platforms that will work closest with brands to create branded content experiences.
Take Silicon Valley-based Jaunt VR. In early 2015, they opened Jaunt Studios, a new division dedicated to creating live-action, virtual reality experiences. From their LA studio, Jaunt is working directly with storytellers, filmmakers, musicians and artists to create high-quality virtual reality experiences.
At Cannes, Jaunt is asking what can be done to make this technology affordable, accessible to everyone and, perhaps most importantly of all, fully immersive. For any future branded content strategies in this space, immersion will be key.
You might remember the campaign from last year, “The Spirit of Bacardi“, an online graphic novel telling the story of the Bacardi family.
Imagine then if you could be transported into the streets of Cuba to live that story. Imagine what this can do for the retail experience for example, as well as immersive storytelling, the technology could allow you to browse a full-sized, photorealistic car showroom without ever leaving your home.
Jaunt’s session will provide many examples of how companies can use this new technology to take customers on a journey like no other. Take a look at their session, “Cinematic VR and the Power of Deep Immersion” for more information.
#2 Softbank Robotics introduces a new generation of robots
Making an appearance at Cannes this year will be Pepper, the empathic robot designed by Softbank Robotics. The robot is described as an “emotional robot”.
Via the cloud, it’s able to hold a conversation and read facial expressions and changes in voice pattern, changing the conversation accordingly. As the robot continues to gather facial and voice recognition data, its emotional empathy will improve.
Pepper’s makers claim that the purpose of the robot today is to “make people happy”, enhance people’s lives and facilitate relationships. Brands should take note, because Pepper has already been introduced by Nescafe to Japanese stores for an altogether different reason.
The robot’s job is to meet and greet customers, ask them a series of questions and make recommendations based on their emotions and responses. If this becomes a successful part of the retail experience, how this could merge with the online world and the potential for more refined ad targeting opens up a new world of opportunities for brands.
Softbank Robotics are set to reveal more in their presentation “Communication Robots as a Creative Platform“.
#3 Tapit
Apple Pay is set to hit the UK this year, which means that NFC (Near Field Communications) will be back on the list of popular tech talking points. If you’ve ever used an Oyster Card then you’ve already used NFC.
However, the applications for the technology go beyond being a simple payment system. Tapit, presenting at Cannes, is a global contactless management platform, used by a number of providers utilising NFC to heighten user experience.
For example NFC is already beginning to appear in advertising. Bus stops around London already feature posters with an NFC tag – simply swipe your NFC-enabled mobile and you’ll be rewarded with video, special offers and other digital media to engage and captivate you.
Alternatively there’s the Casino supermarket chain in France that has been testing embedded product-related information in NFC tags to allow visually impaired customers to read product labels with a swipe of their phone.
The possibilities seem endless. For those in the business of targeted advertising, NFC is a technology that bridges the gap between physical and digital; unlocking the potential for bold new campaigns to engage audiences in new and exciting ways.
During their presentation, “Should marketers really care about the Internet of Things?“, through a series of live demonstrations, Tapit aims to address why brands and marketers should care about NFC and how they can capitalise on this now, during the formative years of the Internet of Things.
Michael Bertaut is EMEA MD at AdRoll.