#MARKiesAwards 2021 spills: Digimagic Communications on the advent of experiential media

Founded in 1999, Digimagic Communications is an advertising agency with a knack for experiential media, such as AR and VR, touch wall, and gamification. Digimagic is headquartered in Singapore with two offices in the region. Among the list of brands the agency has worked with include Ferrari, Hong Kong Disneyland, Johnnie Walker, National Heritage Board and Resorts World Singapore. Digimagic also worked with Yeo Hiap Seng to create an AR game that would allow users the chance to win coupons. The partnership saw the agency clinch the silver award for Most Creative – Out-of-Home at MARKETING-INTERACTIVE's MARKies Awards 2021.

Digimagic Communications' account director Michelle Ng (pictured), told MARKETING-INTERACTIVE that personalisation plays a key factor when it comes to creating a memorable experience for audiences as "a few peaks in experiences are more important than longer monotonous stretch". She shares more about the lessons learnt during the pandemic and what makes for great marketing these days.

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for MARKies Awards 2021. To find out more about the awards, click here.

Tell us about the campaign you won and what was the most memorable aspect of the campaign for you?

Ng: As the population becomes more digital-savvy with growing interest in experiential media exploration i.e. AR, Yeo’s CNY 2021 digital engagement was exciting for us as we are able to bring, a web-based augmented reality and web game engagement by scanning a QR code, linking to a microsite (contactless interactive), to the masses from OOH to home.

Having consistent engagement in various touchpoints through the user’s journey - from AR lion dance with photo taking and sharing capability, game with e-coupon collection through high score, promotion mechanism to a lead-out page, reinforces brand awareness and relevance. We were delighted by the responses over the one month campaign period as well!

What do you think makes for great marketing/advertising these days?

Ng: To be where your target customers are, to be on as many touchpoints as possible as brand loyalty are diminishing these days – it’s all about availability. Once you are connected to them, get as intimate, personalised and customised as possible, to create a better and memorable experience. A few peaks in experiences are more important than longer monotonous stretch.

What is one specific marketing/advertising trend you are looking forward to exploring and experimenting with in 2021?

Ng: Definitely more personalised virtual experiences and mixed media engagements, such as virtual guiding, product demonstration and online storytelling/showcasing.

What was one lesson learnt during the pandemic that all marketers can take away?

Ng: People will still need to connect and personally experience things more than just getting information off the web. If physical presence is not possible, virtual alternatives and experiential media will be the next best option to further immerse and engage your audiences. More collaboration and pivoting will be required to disrupt!