Isobar showcases latest VR and brainwave technologies at CES Asia

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At CES Asia 2016, which opens today, Isobar will be showcasing BVRAIN and UMood, two marketing innovations from Isobar, which demonstrate the agency’s capabilities in leveraging new technologies to provide brands with innovative marketing solutions.

BVRAIN are VR goggles that visualize the activity and emotions of the human brain. After a short scanning process, users are able to see a real-time abstraction of their brain in compelling and interactive 3D visuals. The system outputs emotional values based on the user’s brain activity. These values are also mapped onto the corresponding areas of the brain. 

In addition to visualizing people’s minds, BVRAIN also allows for brain adaptive games and content. In a coin collecting VR game, users are able to see obstacles based on their brain activity. The entire journey will also be generated by their actual brainwaves, opening up a whole new area of adaptive gaming.

BVRAIN is the brainchild of Isobar Shanghai’s NowLab. The first application of BVRAIN was launched for Coca Cola’s Innovation Center at Wanda Theaters in major cities across China in April 2016.

NowLab is a new initiative by Isobar’s global network to accelerate innovation through technology. NowLab’s objective is to enable quicker application of world-class innovative technologies in clients’ brand marketing and create an innovative brand experience for consumers. Isobar’s NowLab project teams in 14 offices worldwide are currently collaborating on international product and technology development, striving to create innovative programs for clients and employees.

Francis Lam, Head of NowLab and Chief Innovation & Technology Officer of Isobar China, commented: “Technology is a crucial component of today’s market innovation. Using an unprecedented approach to discover the potentials of technologies, NowLab is committed to providing innovative human-machine interfaces, multi-screen interactions and various indoor/outdoor environments when our clients and consumers need us the most, in order to deliver a variety of unique and realistic innovative solutions. By combining VR with brainwave technologies, BVRAIN can create innovative, experiential programs for brand communication.”

UMood, a smart product selection system developed for UNIQLO by the Isobar Australia and Dentsu Science Jam, a Dentsu Aegis Network company, also debuted at the exhibition to provide visitor with a cutting-edge user experience which recently grabbed headlines in Australia and the region.

UMood is the first of its kind product selection tool, which uses neuroscience to help match customers’ moods with the perfect T-shirt. Consumers wear a neuro headset to watch a series of images and videos on the screen. The headset uses neuro analysis, measuring their brainwave reactions to the stimulus, to determine the user’s mood and subsequently make product recommendations based on that mood.

Sven Huberts, Managing Director for Isobar Asia Pacific, said: “We don’t believe in using technology for technology’s sake. When we are addressing a client’s business challenge, we are constantly looking for new ways to elevate the brand experience to deliver value to that particular challenge. UMood is a good example of what a Brand Commerce solution can look like, whereby you’re bringing points of inspiration and points of transaction ever closer together.”

Following last year’s successful debut at CES Asia™, Dentsu Aegis Network has expanded its presence at CES Asia this year, attending the world’s top consumer electronics show. The three-day event will see the network present 12 consumer marketing innovative products, doubling its presence last year. These products are owned or co-created by Dentsu Aegis Network offices in Australia, China, India and Japan. These technologies are centered on the theme of “Empower the Extended Self”, by using latest digital technologies including VR, robotics, facial recognition and real-time emotion analyzers.


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