HERE Technologies partnered with Jack Morton to launch an immersive brand experience at CES.
The experience, Step into the New Reality, was designed to bring to life the importance of location data and the impact it has on our day-to-day lives. The technologies that enable a safer, more efficient and connected world require precise maps of our physical world. HERE harvests and processes enormous amounts of data to create these maps through ‘location intelligence’. However, most consumers are not aware of location data. In order to illustrate the power of location intelligence at CES, the brand enlisted Jack Morton. The team merged the physical world with the virtual one in a unique, branded 3D LED architectural experience where the lines between data and reality blurred.
The HERE pavilion invited visitors through an immersive media entrance to enter an experience that overlaid real and virtual worlds. Six innovative demo installations and an interactive city model provided an intuitive, simple and application-oriented dive into the potential of location data intelligence.
“Our client sees CES as an opportunity to connect to a global audience and demo all services as one consistent experience,” Julien Le Bas, executive creative director, Jack Morton Germany, tells EN. “CES has become the brand’s yearly external communication platform. Of course, this major opportunity to connect to the audience comes at one large price: an epic fight for attention. The challenge is to build brand awareness while cutting through the noise. Our brief was to craft a distinctive pavilion that would attract the audience and engage with it. The idea was to surprise both the client and the audience.”