holographics and holograms for Point of purchase displays

1. ColourVision
What’s all the fuss about?
By The Intent Group
Holograms can transform merchandising displays, store windows, showrooms, leisure venues and
exhibitions, because they act as beacons wherever they are positioned. Employed as part of an integrated
marketing campaign, they add excitement to promotions or guide people towards more complex messages,
for example on interactive screens. Three main types are currently available from The Intent Group Ltd:
ColoHolos™ are available MoviPosters™ are designed
animated, 3D or a combination specifically to promote films in
Harry Potter. © Warner Bros Entertainment
of the two, depending on the cinema foyers; Warner Brothers Issue 1 – 2009
required effect. Animated uses MoviPosters in UK cinemas
Newsletter
ColoHolos are full colour, to show three-second trailers of
moving holograms. They can its forthcoming film releases.
show up to three seconds of
action created from a range of XYZ holograms feature
source material such as existing convincing 3D images that are
video footage, computer true colour and high contrast.
generated imagery or high They can be created, using
Welcome to a new medium
resolution photography. video footage, computer
Originals are copied onto tri- generated imagery or high
acetate film, making ColoHolos resolution photography, in
light, robust and replicable. many sizes and can be viewed
We are proud to present the first the Nintendo DS and Nike’s ‘Made
from very wide angles.
issue of ColourVision in which to Move’ clothing, as well as
promotional activity by several of
Intent Group brings you the latest
the world’s leading alcoholic
news from the exciting new world of
beverage brands.
full colour, moving holography.
It also heralds the development of
We aim to show you the innovative
Holograms Elucidated the world’s largest commercial
ways in which the world’s leading
holography centre
marketers are using the medium,
along with developments in
Full colour, moving, multiple-production holograms We hope you enjoy reading
holographic products and services.
are a brand-new medium for almost everyone. It’s ColourVision. We value feedback, so
all very exciting, but there’s a lot to take on board please contact us if you have any
This issue looks at launch
before deciding how holograms will best enhance a comments or questions.
campaigns as diverse as the
marketing strategy. Gossard SuperSmooth bra,
New holographics studio
CONTENTS
Paul Dodd
The Intent Group Ltd
Unit 7 Valley Court p.1 ……..………………………...………...…………… Welcome to a new medium
Sanderson Way,
p.2 …....………………………...... World’s largest commercial holography centre
Middlewich
Cheshire p.2 ….…...….…………………..…………………. Visible support for invisible bra
CW10 0GF
England (UK) p.2..………………….………....……………………………. Revolutionary marketing
Tel: - +44 (0) 1606 834454
p 3.…..…………………..….………...…………………………. Taking Paris by storm
Email: - info@theintentgroup.co.uk
p.3...……………………..….………...…………………………………... Bet on blonde
p.3..……………..………………………….….…………………. Irish eyes are smiling
ColourVision p.3..….……..………………………….….…………………. Holograms at the movies
By The Intent Group Ltd p.4....……..………………………….….…………………. What’s all the fuss about?
p.4....……..………………………….….………………………. Holograms elucidated

2. World’s largest holography centre Taking Paris by storm
Visible support To launch its ‘Made to Move’ CGI was used for the kicking
for invisible bra clothing range during the run- shot to depict a flying ball in full
up to the last Rugby World Cup, 3D.
NIKE wanted a major promotion
The Gossard SuperSmooth
in its French Niketown stores – The series of five ColoHolos™
bra, launched in 2005, is a
including the flagship store on was placed behind apertures in
revolutionary garment.
the Champs Elysées. The a full window graphic. The
Using the latest technology,
company decided to use holograms stopped people of all
it provides invisible support
holograms of a larger than life ages in their tracks and
and shaping while being
rugby player. provoked tremendous interest
really comfortable to wear.
and interaction: shoppers were
Gossard aimed to convey
French international Rugby star even seen trying to catch the
these benefits to customers
View from the Michael Faraday Lighthouse, Trinity Buoy Wharf
Frederic Michalak was filmed ‘ball’ as it appeared to come
as clearly as possible and
with our unique camera. Five through the window. NIKE
ColoHolo™ was prominent
The Intent Group has exclusive have become a fully fledged
different poses were recorded, declared this to be quot;the best
in its launch campaign.
new medium in their own right.”
Retail and Point of purchase
each depicting a classic rugby retail promotion we have ever
rights with ColourHolographic
The Intent Group’s Paul undertaken.”
move, such as the spin turn and
whom is developing the world’s Niketown store on Champs Elysées, Paris
Dodd explains: ‘Gossard dropkick.
biggest commercial holography
needed to demonstrate to
studio at Trinity Buoy Wharf in
women that the
London’s Docklands – a growing
SuperSmooth bra will give
centre for the arts and cultural
them today’s look of a
enterprises.
Bet on blonde
beautiful, natural shape and
fit like a second skin.
Clients of The Intent Group Ltd
Holograms were an integral
will be able to take advantage
part of the campaign
of a purpose designed £1.5m One of our most popular 400 holograms were placed in
because, being three-
facility housing the full ColoHolo™ holograms was bars and clubs: anecdotal
dimensional, they are
spectrum of activities involved created for Guinness. It evidence suggests a significant
uniquely able to convey
in the design and production of featured an attractive blonde increase in Guinness sales in
Trinity Buoy Wharf circa 1803 these benefits. For Gossard,
colour holograms. They include woman enjoying a pint of these locations amongst the
it was rather like having a
a film studio, make-up room, The centre will offer an all- younger males.
Guinness and wiping froth from
model in every retail outlet
CGI workshop and a dark room, encompassing service, covering her mouth.
simultaneously.”
plus mastering and mass the conception, design, creation
production. There will also be a and execution of holograms, as Guinness Hologram
gallery and ‘green room’ as well well as the logistical aspects
as a dedicated R & D zone. such as delivery, installation
Irish eyes are smiling
and campaign management.
The Intent Group Director Paul
Dodd said, “Obviously the new
Holograms at
holographic centre will be a A Christmas 2004 retail
the movies
boon to clients and agencies. promotion for three of
We have been delighted by the Diageo’s major drinks
rapid uptake of our technology brands was successfully ColourHolographic has
by leading brands – suddenly implemented by produced MoviPoster™
everyone wants to know what ColourHolographic and its holograms for Warner
advanced holography can do for Gossard Hologram
Distributor The Intent Group Brothers’ film launches for
them. In just a few months our Holograms promoting more than two years: these
Bailey’s, Gordon’s Gin and include the Matrix series,
Smirnoff were placed in Harry Potter, Troy, Polar
Revolutionary marketing major retail outlets like Express, Ocean’s 12 and
Superquinns. many others. The holograms,
situated in the foyers of
Nintendo’s March 2005 launch Nintendo was the first company the UK. The ColoHolos, produced major cinemas throughout
of its DS handheld games to use ColoHolos as part of its Says Philip Stephens, Retail from CGI images, were very the UK, are used to stimulate
device was supported by overall marketing strategy in Development Manager, strongly branded. The interest in films ahead of
interactive TV, a national Nintendo: ‘We wanted to get Bailey’s hologram showed their release.
sampling drive, outdoor maximum impact in store for an attractive woman
advertising – and ColoHolo™ the launch of Nintendo DS and presenting a Christmas gift Actual film footage, mostly
holograms. HMV’s and Virgin’s point of sale has always played that morphed into a bottle from the trailers, is used to
Bailey’s promotion, Ireland
flagship shop windows on a large part in this. We are
produce multiple image
of Bailey’s: viewers remarked on the way the woman’s eyes seemed
Oxford Street London and always looking for new and
holograms. They have
to follow them round the store. The Gordon’s and Smirnoff holograms
Game Station in Birmingham’s innovative ways of attracting
become an attraction in their
portrayed the brand values of refreshment and quirkiness
Bullring each featured a customer attention and
own right for many regular
respectively.
ColoHolo of a huge full colour, achieving stand out in store,
cinemagoers.
Sales uplifts on these brands were spectacular and Diageo is now
three-dimensional, rotating and we believe that the
planning further promotions using this medium.
Nintendo DS. holograms have been very
successful in doing this.”
Virgin Megastore, Oxford Street, London