Video is one of the most engaging formats on the web. If your brand lacks video content, it misses important opportunities to feed, engage and convert your customers. We do not always realize this but, 3D animation has now invaded all the media up to be present in the majority of commercials. Coca-Cola, Nestlé, Apple, Samsung, Orangina, Duracell, Michelin and some others, so few brands occupying today much more space, much attention in their business sector in particular. If it was because they knew in part, to focus very early on the different assets of 3D in marketing? You want to discover how? Keep reading this article. So, in this article, after you have presented some reasons to privilege 3D animation over normal animation, we will give you nine (09) different ways to experience 3D in general and 3D animation in particular in your marketing process. Are you ready for this? So, let’s go!
I. WHY 3D ANIMATION?
First of all, look at this advertisement of the Samsung S20 and tell you what effect does this have on you.
3D is revolutionizing the way we communicate. It thus offers a great freedom of designing to professionals from the artistic and technical sectors and allows to realize characters, fantasy objects, imaginary decors, in three dimensions. Thus, the results of 3D are increasingly very convincing and visually impressive.
Today, 3D technology is much more affordable than it was in its outset and has been democratized among companies in all fields of activity. Free from material constraints, 3D is now the ideal means of communication to present a company, a product or a service, a project or a manufacturing process. With an even more developed technique nowadays, it manages to be integrated with other types of videos for furthermore spectacular results.
Nowadays, all major brands use 3D animation in Marketing, either in an obvious way or in a more discreet way. Just look at the recent advertising of the Samsung S20, or the advertisements of brands such as Duracell, Treasure of Kelos, and many others.
Knowing how to arouse a strong interest in the spectator, 3D animation finds its place in the sectors of gluttony, but also in the sector of activity of serious character such as banks, insurance, etc… It is a malleable technique in every way, capable of being shaped for a more convincing result.
It is also clear that, in general, women and especially children are the main targets of advertising. The children are gullible, easy to persuade and are above all an exciter to spend for the parents. Thus, generally in love with things related to TIJI and Mangas, 3D animation would be an excellent marketing tool for the latter. Thanks to this, it is easier to captivate their attention and allow them to digest with more ease the message, to convey and to persuade them.
II. 3D ANIMATION IN MARKETING
Although 3D animation first gave life to colorful characters in animated films, it did not take long for it to stand out in other fields such as advertising and marketing. So how did he integrate into marketing over the years? The next presents nine (09) different facets of 3D and 3D Animation in Marketing.
1. Introduce and Explain the Use of a Product or Service
Since time, the presentation of a new product is usually made through a brochure, a speech, sometimes very complex, ambiguous and boring. However, the brain understands what it sees better than what it reads. Thus, an animation allows to better present the use of a product. Moreover, with the possibility to move the product with easiness in all directions without the presence of a man, the 3D animation can then stand out from the other animations by presenting a broader view of the product. The product can thus be observed from all possible angles, with the desired lighting, without too much superfluous and make-up. This removes this great impression of retouching from the audience. The same applies to the presentation of fairly complex services to clients. Watch this video to better understand what we’re talking about.
Oral-B iO Toothbrush :
2. Advertise and Test Novelties
Who would not like to know how his product will be received on the market? Better, who would like to see its products stagnate on the shelves of big shops and stores when it comes out? Certainly no one. So how do we study the arrival of a product that doesn’t already exist. Before there was the idea of samples. And if there was a much cheaper solution: 3D animation.
The 3D animation allows you not only to initiate the arrival of your new product on the market, but also to test the reaction of the public to the new design of a product, even before it is marketed and available in shops. Following the recommendations and comments made, it is then possible to adjust certain aspects of the product initially designed without wasting time and money promoting a product that simply does not meet the expectations of the customer. This technique will certainly increase interest in the arrival of your product on market places, which could greatly contribute to a strong demand for it. Let us know if your pockets have not considered preparing for the arrival of the IPhone 13 when you watched the trailer below.
IPhone 13 trailer :
3. Highlight the emotional dimension of a product
In the same way that a film or a short film can do, a judiciously designed 3D animation has the ability to move and create a reaction. Working in a much more dynamic register than static advertising, 3D animation allows the viewer to experience something and is more able to capture and maintain his attention.
It owes this to its ability to play with colors, more creative movements than each other, but also its ability to synchronize them with adequate sonorities. This helps to touch the spectators more easily (Clientele or not) and with an appeal to emotions as convincing, it goes without saying that the informative content conveyed through the 3D animation is more likely not to fall into oblivion. Don’t you feel the affection that Duracell wants to show you in the video below?
Duracell Merry Christmas Animation:
4. Enhance the design of low-photogenic products
Household appliances, tools, some missed design products etc… , are among other things a non-exhaustive list of the wide range of products offered on the market with an aesthetically unpleasant appearance. So how do we generate interest in these products?
With subtle adjustments on the appearance and lighting of the product, the creation of a 3D animation is able to help bring out the charming side of these products less aesthetic and less photogenic, and therefore to solve the problem related to their marketing. Certainly, carried out on a product aesthetically successful I grant you; this video could nevertheless illustrate how the 3D value the view of certain products. Look at the old model of the vacuum cleaner, you don’t think it looks pretty?
Evolution Dyson vacuum cleaner :
5. Create a theme
With the presence of more and more competitions in several business sectors today, making a standard advertisement on a product or its new features is no longer enough to significantly improve its sales. Indeed, remaining in the minds of its customers is an imperative necessity to maintain and improve its sales rate, and this requires the ability of a company to maintain a history around its product, a precise and impactful theme with the aim of repeating itself even more.
The 3D animation makes it possible to stage a product by creating a theme around it. As a result, it is possible to frame it in a specific and relevant context, which aims to add to it, alongside its functional value, an emblematic and even historical value to its customers. The marketing of the product is then tinged with a form of originality greatly favorable to its popularization. Look at how Coca-Cola creates a story behind the distribution of its drink.
Coca-Cola Happiness Factory:
6. Illustrate the design phases of a project
Today the fields of application where 3D is widespread are vast in that it is the perfect tool to present any kind of project to the spectators. The best known is certainly that of the building and architecture with the visualization and animation of plans in 3D which allows to present realistically from different angles, the various stages of a real estate project. It is also very popular in presenting futuristic projects in sectors such as medicine, mechanics, electricity, etc.… So, how does this relate to marketing?
It is important to mention that 3D animation intervenes from the first phases of product design and makes possible the development of its design. It allows the project holders to present it to their creditors, but also to arouse the curiosity of their customers by presenting all or part of the hidden side of the product creation process, in an implicit or purely explicit way. Depending on how it is deployed, this strategy is a tool of persuasion or deterrence that will help to add a sense of control of the product to the consumer and to develop his level of confidence on the product, thus improving his sales. This is increasingly observed in the automotive, beverage and gourmet sectors.
Xiaomi Smart Glasses :
7. Creation and Staging of Mascot
Getting a Mascot helps improve sales by 41%. At least that’s what a study by researchers supports. Not really convinced? Look at these images:
You have certainly seen these characters somewhere but do you know what they have in common?! No need to introduce them. For the most of them, they are the mascots of the leading brands in their different sectors of activity!
The marketing mascot is usually a character or animal, characteristic of a brand and an event marketing tool. This visual communication tool, highly appreciated by the public, is at the same time the emblem of the society, its spokesperson. Mascots can be made for companies as well as for more or less special events. (See the Mascot No4 above made for CAN 2021). With the huge expansion of social networks and the ease of access to video content, the mascot can be deployed from time to time in small entertaining scenarios, advertisings and others, in order to create the Buzz, to imbue the brand in the minds of consumers, to strengthen the company’s positioning in front of them, to promote it during events. This justifies the fact that the mascot is becoming more and more popular in areas deemed serious such as insurance or banks.
The Vache qui rit Banquet :
8. Sponsorship: Long and Short Films
Video accounts for 80% of all web traffic. More and more circulating on social networks and in the cinematography sector, 3D animation becomes an excellent tool for sponsoring and product promotions.
A video post generates on average 30% more interactions than a photo and 2 times more shares. Note that 78% of people watch a video at least once a week and 55% watch it every day and these figures are expected to increase with the platforms of video broadcasts that grow from day to day (YouTube, Facebook, Tiktok, etc.). Alone, YouTube has about 700 of its videos shared on Twitter every minute and more than 4 billion views a day. Today 3D animation is 2 films in the top 10 films to reach the billion revenues, 12 films in the top 50 films with the most revenues, and an estimated annual growth rate of 11.7% from 2021 to 2028 in box office revenues. Basically, 3D animation is a boon for many brands through different spots and more or less explicit appearances that they could make there.
Moreover, note that in 3D animations, no distraction is made around a sponsored product. Without being too masked by the celebrity of certain characters, the sponsored product can be very well integrated into the scenario to the point where it would be almost impossible not to notice it! Did the Mentos go unnoticed in the 3D animated movie Boss Baby 2?
Mentos Candy in Boss Baby 2 :
9. Animation of Web Sites
Who doesn’t like when it animated?
A dynamic online store will be more frequented than a frozen page and will give a positive image of the company. Hence the issue of web animation as a way to create traffic and turnover. You can add animations to the reception of your site to give a brief overview of your company, add animations on your products to make them more alive in the eyes of visitors, loop them and renew them from time to time to take away a sense of routine, déjà vu and give them a perpetual desire to visit your website or online store. With 3D animation, you can customize these animations with your logos, mascots and emblems in order to grow more in the mind of the customer.
In general, animation generates emotions, joy, and interest. It is therefore a shortcut to encourage a user to buy your product. Note that 34% of clothing buyers are more likely to buy after viewing online video ads, compared to 16% after watching TV ads. The difference is that in one case you can have a link that leads you directly to the product and in the other not. Watch this exciting welcome animation on the Applied Controls website and let us know if it doesn’t make you want to visit the site.
Applied Controls website : https://appliedc.com/
CLOSING REMARKS …
We have listed here some important points where 3D animation would have a major contribution in the marketing and commercial aspect of a company. Being a sector that gives free action to creativity, this list of services could be expanded with just a little ingenuity. All you have to do is, as soon as you encounter a problem, ask yourself if 3D animation could help you solve it. These 3D animation services in the marketing stream can well be extrapolated into many other personal or professional streams. Such as social networks about fifteen years ago, 3D animation is a sector with the wind in its sails and destined for an expansion even broader than today. So, it would be quite interesting to take any opportunity to implement it in our strategies in order to become familiar with it as soon as possible. Do you want to be one of the 1% of brands that attract 90% of the attention? So bet on something different; bet on 3D Animation. Cross Virtue is here to assist you on this part. Contact us by Email, WhatsApp, Phone, etc., we will be happy to assist you in the development of your brand! In the meantime, watch this video and tell us how many of you will be ready to test this beer!
Trailer Beer Wolf :
Thank you for reading!!
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