KUALA LUMPUR: Disturbed Media Group and Ingage Media, a full-service marketing and media agency based in London, are introducing HyperGram, an on-ground marketing experience designed using 4K 3D technology.
Members of the public can engage HyperGram and participating brands through the 4K Ultra HD 3D holographic technology for a first of its kind interactive experience until June 14, 2022 at Sunway Pyramid.
"In the hyper-competitive landscape of screens and messaging, we understand that brands are constantly competing for the attention of their audiences. We introduced HyperGram in Malaysia in hopes of helping brands break through the clutter and excite consumers in an innovative and interactive manner that encourages relevance and brand retention," said Disturbed Media Group co-founder Jake Henry Cass in a statement.
Leveraging 3D hologram and projection, visitors will be able to see products, objects, and animated sequences appear to be seemingly real and completely afloat in a free space without the need for special glasses, headsets, or apps.
Additionally, interactions with the holograms are also possible by conducting certain actions based on the in-built audio and visual instruction.
HyperGram was first introduced in Europe in 2021 and will be stepping into the APAC region soon, with Malaysia being the first market, to create more opportunities for brands around the region to develop impactful experiential events, campaigns, in-store and point of sales activations, trade shows, and permanent installations where they want to be seen or heard.
According to Cass, the company believes that as technology evolves, the advertising industry also needs to move in accordance with the time and keep up with the latest trends.
"We too need to step into the next generation of digital advertising that disrupts traditional out of home (OOH) advertising and communication. HyperGram's 3D holographic technology opens a completely new and revolutionary way for brands to present their products and services to their consumers and we are excited to be the bridge and help more brands find and share their creative voice," said Cass.
The HyperGram technology is located at the Green Vase Fountain, Ground Floor of Sunway Pyramid. The display will be available until June 14, 2022.