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BRAND CAMPAIGN NEWS: Knauf brings insulation solutions to life | B2B Marketing

Knauf Insulation opted for augmented reality tools to create a visual representation of the latest product innovations at Ecobuild 2011.

Knauf at Ecobuild 2011

Knauf’s augmented reality demonstration at Ecobuild 2011


The project, developed by augmented reality specialist Hidden Creative, featured a range of 3D experiences to demonstrate Knauf Insulation’s commercial solutions portfolio.
The insulation company launched the new tool to bring complex solutions to life. The aim was to create an immersive

brand experience

to increase dwell times and generate qualified business leads at Ecobuild 2011.
Lydia Sharples, head of communications for northern Europe at Knauf Insulations, commented, “Equipping our team at Ecobuild with the augmented 3D product has opened up our capabilities when talking to end users about our products. The three separate augmented demonstrations provided a visual representation of the way in which each product works and complements the expensive custom-built models for every event.”
Matt Trubow, chief executive at Hidden, added, “There is research that shows that simply by touching and interacting with a product for a few seconds can create an emotional attachment that leads to sales. This is because people become personally attached to the product within the first 30 seconds of contact. What is more, further research has shown that the use of augmented reality at trade events, like Ecobuild, can increase the average delegate dwell time at exhibition stands to 15 minutes.”

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