Dive Brief:
- Honda is hitting large shopping centers in the Los Angeles area for its first augmented reality (AR) out-of-home (OOH) activation showcasing its electric vehicles, according to information provided to Marketing Dive.
- The first “Wall of Dreams” mural greeted shoppers in Los Angeles’s The Grove over Black Friday weekend and uses “sky segmentation” technology to integrate digital content with the sky in real-world environments. The mural will be in place through Dec. 7. A second installment at Glendale’s The Americana runs from Dec. 1-7.
- The displays are activated by mobile phones via a QR code. They are part of Honda’s recently launched “Keep Dreaming” campaign, which commits the company to net-zero carbon emissions by 2050.
Dive Insight:
Nearly 70% of consumers take some sort of action after seeing a digital street-level ad, according to research cited by Honda, which explains why the company is using the out-of-home medium to capture shoppers’ imaginations during the busiest shopping time of the year. The OOH marketing industry grew nearly 23% from 2021 to 2022, according to the brand, which joins a growing list of marketers in turning OOH advertising into an interactive experience.
The “Wall of Dreams” effort includes murals designed by illustrator Paul Shipper and builds on the company’s recently launched “Keep Dreaming” campaign, which underscores the company’s commitment to a carbon-neutral future. The new installation begins with information about the company’s electric vertical take-off and landing aircraft (eVTOL) descending from the sky, rotating around in 3D and then taking off again.
The experience then continues to outline how the company is working to achieve carbon neutrality by 2050, including projects involving algae and new products like Honda’s new 2024 Prologue, the company’s first all-electric SUV. Honda brand ambassadors will be present at each location to guide people through the experience and give away branded bags.
Augmented reality has become a popular tool among marketers looking to spice up their outdoor campaigns. Companies including Tripadvisor, Shake Shack and Lego have all used AR to bring life to their outdoor advertising campaigns.
