Don't focus on technology when marketing technology: SuperHeroes

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Boasting aside, Vijverberg delivered a thought-provoking seminar about the importance of connecting with audiences emotionally, in the face of technology innovations.

“There’s a lot hype going on,” he said, pointing to Google Glass as an example. “It can be good, but it also disguises real potential.”

Showing a number of short films to support his ideas, Vijverberg described “how to make innovation more human” by simplifying, using imagination and tapping into insight-driven innovation.

One such example was of a campaign for LG, created by SuperHeroes, which tapped into the human emotion of fear, and created an optical illusion in an elevator that made it appear as though riders were about to fall through the floor. The ad was to promote LG’s new monitor and the 'So Real It's Scary' campaign became a viral hit.

“If you’re a tech company innovating,” said Vijverberg, “bring in more creatives and artists into the process. Make it human. Technology can’t be the idea.”

Campaign’s observations: With Google and Microsoft both among the tech companies showing off innovations at Spikes, it was refreshing to hear a talk that focused more on human emotions with innovations, than on the gadgetry itself.