In a context where brands are looking for new ways to capture consumer attention, Bioderma is betting on advertising innovation with an activation based on 3D holographic technology. During the month of July, the NAOS group brand will bring an immersive experience developed with HyperGram to two of Spain's main shopping centers to present Photoderm XDefense Ultra-Fluid SPF 50+.
This activation seeks to bring Bioderma's high dermatological science to the general public in a completely disruptive way, merging the product's protective benefits with an immersive three-dimensional projection that allows its efficacy to be visualized volumetrically and spectacularly.
A new way to connect
The campaign will be deployed in the central squares of 2 reference shopping centers, strategically coinciding with the key season for skin health awareness in summer:
- Madrid Xanadú: From July 3 to 9.
- Barcelona Diagonal Mar: From July 18 to 24.
Visitors to both spaces will be able to enjoy a spectacular floating 3D holographic projection that will come to life in the air, fully integrated into the environment and without the need for virtual reality glasses or traditional screens. The visual content has been specifically designed to bring to life the universe of its photoprotector Photoderm Xdefense Ultra-Fluid SPF 50+, allowing the public to discover volumetrically how the formula acts to protect the skin against the main environmental aggressors, such as UV radiation, visible light, infrared radiation, and pollution.
With this initiative, BIODERMA seeks to go beyond traditional advertising media, transforming an awareness message into an experience capable of surprising, generating recall, and emotionally connecting with today's consumer.
“Innovation is not only in our products; it must also be in the way we make them known. With this action, we want to transform a photoprotection campaign into an experience that surprises, generates conversation, and brings dermatological science closer to the consumer in a different way,” says América Vallejo, Digital & Communications Manager of NAOS Spain (Bioderma, Institut Esthederm & Etat Pur).
The technological experience, managed by Disturbed Innovations Group, will be reproduced in a continuous loop every 8-10 minutes during the opening hours of the shopping complexes, ensuring maximum visibility and impact.
To amplify the digital impact of the strategy, the staff present at the activation will continuously interact with users, guiding them to experiment with the hologram and facilitating the capture of video and photographic content optimized for dissemination on social platforms.