Here to stay

VR and AR have permanently changed our media consumption habits. Companies such as Meta are developing virtual worlds, and Second Life recently announced a revival. According to a study, 40.3 per cent of German companies are already using VR and AR, and a further 32.8 per cent plan to do so in the near future*. Alphabet, Microsoft, Samsung and Apple are increasingly entering the market on the hardware side. The development of the VR and AR market in recent years shows that this is no longer just a passing trend. The influence of this technology is felt in many areas:

• Smart homes can be efficiently planned and developed in virtual worlds.
• In industry, both VR and AR are used for the development and repair of machinery.
• In communications technology, both VR and AR are being used more and more, whether in the development of data streams or in the visualisation of technical features.
• AI-driven and, in some cases, highly realistic chatbots are already replacing the odd call centre agent at customer touchpoints.
• Many brands and stores (e.g. LEGO) are already using AR features on their packaging to bring it to life. Something similar is happening with AR mirrors in clothing shops or virtual glasses at online opticians.
• The medical sector has long relied on VR and AR when it comes to complex operations or the education and training of difficult procedures on patients.
• In the entertainment sector, VR and AR are extremely popular due to the interactive involvement of the user and have become indispensable.

The ever-improving coverage of robust data networks across the region and increasingly powerful devices further amplify this effect. Experiencing virtual worlds in real time and interacting with one’s surroundings in augmented reality in entirely new ways now works seamlessly in most regions. Being able to experience AR and VR so smoothly is driving growing acceptance of the technology.

Virtual communication in corporate communications

But how can companies use VR and AR for innovative communication, both externally and internally? Customers, service providers, partners and employees can be engaged in a highly creative way across the various awareness phases using AR and VR:

• Employees can be invited to events in virtual spaces. Instead of a ‘normal’ staff meeting, you could embark on a virtual adventure with employees and convey otherwise dull content in a playful way.
• Within companies, information and data could be distributed via AR points, and employees could collect these using their mobile phones to unlock bonuses. A playful way to convey complex processes or the company’s historical background.
• In the age of working from home, virtual onboarding concepts can ensure that the employee experience is positive from day one.
• The press can be taken on a virtual journey where, for example, I can explain products in ways that were previously impossible. A guided tour of a hearing aid, including a visit to the human inner ear? Here you go! A high-speed flight through a power line, including brief stops at key points? A creative way to convey complex and often dry content.

VR and AR offer us, as creatives, a unique opportunity to bring content to life in an exciting, emotional and entertaining way. As communication professionals, it therefore makes sense to adopt a holistic approach when developing communication strategies for businesses. Moving away from pure text towards a holistic, experiential approach to communication – or as the American philosopher Henry David Thoreau put it:

The world is nothing but a canvas

for our imagination.”

However, VR and AR should never feel contrived or forced. They must fit within the DNA of the respective company in the context of other communication channels. For tech-savvy and creative companies, VR and AR can open up opportunities to reach additional target audiences. Our task is to develop the best possible communication solution for the company.

Brief explanation: The difference between VR and AR

Virtual Reality (VR) enables users to experience a virtual 360-degree world, view it from all angles, move around within it and interact with it.

Augmented Reality (AR) is a digital technology in which reality – that is, everything you can currently see – is enhanced with additional information in the form of text, graphics, animations, videos, and static or moving 3D objects.

(Source: Magic Holo)

* Augmented & Virtual Reality Study | Published by IDG Business Media GmbH and PTC Parametric Technology GmbH