MVcom – TACTILE
The world of communication is constantly changing. Interaction has become one of it’s main catalysts. The concept of interaction has forced us to re-think all types of communication, evaluating and projecting them for consumers which are more and more demanding.
The sense of touch is one of the main instruments which facilitates the link to the world.
Our skin is the body’s largest organ. Furthermore, the components of it are very well represented in the cortex. We instantly become aware of cold, heat, pain or pressure. There are an estimated 50 receptors for 100 square millimeters, each containing about 640 000 micro receptors destined to sense.
What is the texture of your brand? The question may not be applied for a reasonable number of companies, but for 80% of those registered on the “Fortune 1000” list, this component may be turned into a strategic advantage if they would become aware of it.
For Bang & Olufsen, for example, the tactile element has become one of the basic components of the brand, differentiating the company from its’ competition (right foto).
Coca – Cola was the first soft drinks company in the world to teach the consumer, even from the beginning of the 20th century, to associate soft drinks with touch. Today, after more than 100 years, 15% of consumers still make powerful tactile associations with the category of soft drinks (foto bellow).
MVcom – TACTILE is an original MVcom product, especially conceived to communicate to the targeted audience characteristics/attributes of the brand in question, which refer either to certain sizes, textures or temperature. In other words, the visual-tactile method employed by MVcom – TACTILE permits the consumer to come in direct contact with the brand via their sense of touch – hence the name of the product. Regarding the visual component, the system works towards offering the consumer visual confirmation, once the profiled surface has been inspected.
The MVcom-TACTILE systems may be installed, according to case, on the walls of buildings with busy traffic, on the support rails in elevators or in buses, on the arm chairs or neck support in big cars or concert halls, namely anywhere they might offer direct interaction with the consumer.
The effects of multi-sensory branding are astonishing. Yes, it is possible to create a truly spectacular advertisement or an impressive brand motto, but these become efficient only when the 2 elements combine. The effect is significantly enhanced when any of the other senses is brought in.
This complete sensory synergy brings forth a domino effect. In the same manner in which impressions are stored in the mind, when you activate one of the senses, it will lead to another, and then another, triggering an entire set of memories and emotions. Obtaining success by utilizing 2 elements – let’s say visual and tactile – is not enough; the final purpose should be creating a synergy that would bring together all the senses.
