Product activation is reaching new heights with drone videography and technology taking it to the sky!
On CMO.com the header for an article read: “Look, up in the sky! Drones could carry marketing up and away.” That was in 2015, and that is exactly what is happening. Amongst the many different applications for unmanned aerial vehicles (UAV’s), drones have raised products, brands and events to a brand-new height.
There is hardly an industry where the value of Remotely Piloted Aerial Systems (RPAS) does not show. From agriculture, delivering urgent medical supplies, to mapping mountains; drones seem to be found right at the heart of the 4th Industrial Revolution. When it comes to marketing and advertising this technology has (literally) taken to the sky with an array of options, to create lasting impressions in the minds of consumers. ALPINE AERIALS based in Tirol, Austria, a service provider for dynamic aerial and ground based filming says: “We utilize tools like the Shotover F1, G1 and U1, the Freefly Tero and the Freefly MoVI Pro in combination with a large amount of rigs and other toys.” They captured these moments in the “Perfect Corner” for Jaquar.
In Sao Polo, Colombo menswear sent drones with their Black Friday specials to the Vila Olimpia business district, targeting executives at their office.
Skymagic, a creative performance drone studio, delivers a mix of live entertainment with their system technology: “In 2018 we were invited to deliver a one-of-a-kind drone show for an exclusive VIP Party in Dubai. The objective was to tell the story of a world-class brand in the most unique way possible.” They went on to take corporate celebrations to a whole new level for their client, Cartier.
Celebrating 50 years of innovation in July last year, Intel flew 2 018 unmanned aerial vehicles in the Folsom, California sky, setting a new Guinness World Record.
These Intel ‘Shooting Star’ drones, designed for entertainment purposes, are equipped with LED lights that can create countless colour combinations. Anil Nanduri, VP and General Manager of the Intel Drone Group mentioned to The Drive: “It really speaks to the innovative spirit that Intel was founded on 50 years ago.”
Up in the sky, I saw the future.
A couple of months earlier in May, Intel was also involved in an activation with TIME who had their magazine cover displayed in the sky for the first time ever using 958 drones. A spectacle captured by another ‘big drone’ that ignited imaginations in a brilliant fashion, as a local resident told reporters “Up in the sky, I saw the future.”
During February 2017 for the Chinese Lantern Festival EHang put on a “Meteor Sky” with 1 000 UAV’s at the Canton Tower of Guangzhou. It was the world’s first commercialised autonomous UAV formation performance.
On 29 April 2018 the record was refreshed with 1 374 drones dancing over the City Wall of Xi’an in celebration of the end of the Chinese New Year. These drones stretched out over one kilometre.
In 2018, Verity Studios ran a daily light show for 2 weeks at The Dubai Mall during their 10 year celebration at the Star Atrium. Choreographed performance, video and lasers all came together to woe shoppers.
Celebrating New Year with an estimated one billion viewers, CCTV’s (China Central Television) New Year’s Gala was alive with 88 Verity Studio drones joining 70 dancers and singers, Sun Nan and Jason Zhang.
When Tim Kridel interviewed Raffaello D’Andrea, founder and CEO of Verity Studios, and asked him which was his favourite event, at the time having produced indoor events for airports, cruise-ships, concerts and sports arenas, equally amazing, Raffaello said their ‘coming out of stealth mode’ at TED in 2016 had to be because “Hearing thousands of people gasp when our micro-drones started to fly over the audience, knowing that we were making history doing something that had never been done before and the standing ovation at the end of the performance, is an experience that I will treasure for the rest of my life.”
One can find drones in product activations of the biggest and best companies around the world.
In South Africa drones were used to demonstrate the scope of a project with the MeerKAT one square kilometre Array radio telescope (SKA).
And not to be left out of the showcase is this epic Happiness From The Skies product activation by Coca-Cola in Singapore using drones to deliver cold cans to 2500 construction laborers, mainly migrants from India, China, Bangladesh and Myanmar – cold cans along with handwritten notes of gratitude.
Developing a new product or maintaining a brands position takes the dedicated effort of many, time and a multitude of other resources. When it comes to showcasing your product to the market why not make it a memorable one? Kick-start your products’ exposure by taking it to the sky with drone technology.
It’s exciting times for product activations, special events, and advertising, especially with the latest software, teams and drone technology that allow us to express our most creative of ideas.