Virtual avatars are becoming a trend in 3D advertising. Its popularity has increased in the last few years by presenting a more personable and shorthanded form of communication.
Therefore, some brands find virtual characters an engaging and attractive resource for inspiring audiences. Human-like or animated figures, these 3D virtual avatars star in primary advertising campaigns to promote new product releases.
This digital marketing strategy has brought brand success, such as renewed interest, and continues to rise in recognition. However, there are some iconic and unforgettable ads that feature a virtual avatar that managed to stand out among the rest.
Notable Advertising Campaigns Using A Virtual Avatar
Digital personification through realistic and impeccable figures has managed to captivate viewers. Likewise, 3D advertising techniques keep increasing. As one of the digital marketing trends of 2021, brands continue to invest in 3D avatars. Here are some of the most notable campaigns that followed this rising trend.
Cheetos x Genies
Avatar Agency Genies partnered with puff snack brand Cheetos to create an original Halloween campaign with various celebrities.
Through Genies’ app, users can build their own 3D animated bubbled head “Genie” avatar and use them in other platforms such as Whatsapp, iMessage, Line, and WeChat.
Beyond creating the character, Genie also allows choosing from a “wheel” of options to select different actions when using it in messaging apps. For Cheetos, the Genies wheel consists of costumes and accessories with a Halloween theme and Cheetos branded content.
Lil Miquela For Samsung
In 2019, Samsung launched a global digital campaign with the famous virtual Influencer Lil Miquela.
The Australian Agency “We Are Social Media” partnered with three other members of TeamGalaxy: actress Millie Bobby Brown, DJ and producer Steve Aoki, and professional gamer and Twitch streamer Ninja.
According to Samsung, the philosophy behind the TeamGalaxy campaign is “A global community of Galaxy users and fans who support Samsung’s philosophy of Do What You Can’t.”
The appearance of Lil Miquela encourages social media use to drive awareness and positive engagement with Gen Z and millennials.
Samsung x Lil Miquela
Buffalo’s “Bolder Than Ever” Campaign
German fashion brand Buffalo launched a video campaign to announce their latest collection featuring virtual avatar “Ella.” She was alongside five models, all located in different parts of the world, delivering the same message: Diversity.
This ad reflected an open-minded society that is connected with digital forms of fashion.
Renault KADJAR’s “Escape To Real” Ad
In 2019, French car manufacturer Renault used a virtual female ambassador called “Liz” to advertise its Kadjar model across various media platforms. The video has storytelling elements that perfectly connect with Liz’s presence.
Renault’s virtual avatar Liz
Brands And Their Interest In Virtual Avatars To Advertise
These realistic representations embrace the impact of technology in society. To take advantage of it at its fullest, businesses can customize an avatar and its environment to their own needs.
Similarly, 3D advertising embraces virtual avatars as one of the most innovative trends. In addition, creative agencies are focusing more on creating realistic characters as they come with significant advantages.
Main Advantages of Having a Realistic Character
- In terms of the production of images and videos, brands can incorporate virtual figures much easily. For example, positioning avatars in front of any background or space comes with ease.
- Their appearance and digital personality are explicitly tailored to a brand’s philosophy and the trends in any industry (fashion, sports, cars, makeup, etc.).
- They are easier to control in product tests and do not cause any undesirable scandals.
- A virtual influencer’s primary goal is to build an emotional relationship with their followers. This goal adds significant value to a campaign.
The Near Future of 3D Advertising
The number of virtual avatars used in advertising campaigns is still considerably small. However, thanks to the success of these iconic ads, creative agencies and businesses may reconsider creating virtual characters as ambassadors to personify their advertising campaigns. Tailoring a fictional character to a brand’s identity ought to ensure popularity in social media. Virtual avatars are, thus, the future of 3D advertising.