Interview. Alexandru Roibu (Avcom Entertainment): We are using 3D and hologram technology to challenge the boundaries of classic marketing promotions

With over 10 years of experience in the audio-video industry, Avcom Entertainment has brought to the Romanian market, even since 2008, some of the most innovative 3D and holographic product presentation solutions. BR met with Alexandru Roibu, entrepreneur and CEO of Avcom Entertainment and found out more details about the business and the technologically advanced marketing tools the agency offers to its clients.

How would you characterize today’s marketing campaigns in Romania?

The competition to make a product stand out has definitely grown exponentially in the last couple of years, especially since Romanians now have a higher purchasing power than ever before and brands are introducing new products in the market at an accelerated rate. The struggle to stay relevant and attract the consumer’s eye in such a fast-moving environment is clearly one of the top priorities for brands. But, at the same time, it opens the way for potential innovations and revolutionary approaches.

How is the digital revolution impacting this ecosystem?

Needless to say – a great deal. Since technology has taken over all aspects of our lives, we are now faced with endless opportunities to get a brand closer to a consumer anywhere and on any device. With the exponential growth of smartphones and smart devices ownership all over the world, brands now have to adjust the way they communicate and connect to their consumers – whether it is directly on their mobile phones, via applications or digital assistants, though virtual and augmented reality, 3D technology, or directly in the comfort of their own home though smart TVs and other smart home devices. No matter the means, the end goal is to bring a brand or a product closer to the consumer, open an interactive communication channel and create a longstanding memory of the product for the potential buyer.

When did you see the potential for the solutions you are offering and what do they bring new to the marketing scene in Romania?

Our 10 years of experience in the audio-video industry has allowed us to have a comprehensive overview over the market, whiteness changes and trends and better understand the needs of our customers for their products and how to keep them relevant. Once we saw the fast technological developments all over the world and the thirst Romanians had for digital innovations, we were sure of the potential of 3D and hologram product presentations.

Besides ensuring complete holographic projection systems and the latest 3D technologies for designing compelling product presentations, we offer our clients consulting and technical support for their sales and marketing events. We make static objects animated and our video-mapping services bring shows to the street, creating incredible visual effects with powerful emotional impact. Our solutions make presentations or conferences stand out, becoming an instant magnet for potential customers or business partners.

How can brands stay competitive and attract attention over their products in a sea of promotional campaigns?

As I have mentioned, it’s clearly a matter of adjusting to the demands and behavior of the consumer, in the fast paced world of today. To be where the consumers are and compel their imagination. That is why our solutions are designed to attract attention and tell a story that has potential buyers be intrigued, willing to find out more.

Who are your main clients?

We have provided innovative solutions for a variety of industries, from FMCG, health, telecom and technology, real-estate, music and concerts to the automotive and tobacco market. We have done anything from animating static objects to create stunning 3D effects, top of the line holographic projections and displays to video mapping and interactive video content for clients such as: 3M, Bayer, Renault, Orange, HaHaHa Productions, Accenture, Philip Morris, JTI, Becks, Dove, Magnum, Primola, Coca-Cola. You can see our entire portfolio at www.holograma3d.ro.

What are the projects you are most proud of?

Hard to believe or not, we are proud of all of our projects. They all entail hours and hours of design, animation, 3D modeling, image manipulation, content creation, tests and, most importantly of all, adjusting each solution to fit our customers’ needs and marketing objectives. And we are always looking to bring new things to the market and love challenges.

How have the past years been for Avcom Entertainment in business terms and what are your projections and hopes for 2018?

The innovative solutions we offer and the dedication we have to create memorable brand experiences for our customers have helped us increase our company revenues in between 2016 and 2017 by 50%, as compared to 2015. And we are optimistic about next year, expecting a revenue growth of 40-50%, as even more companies have come in contact with our solutions and are beginning to see the huge potential 3D and hologram technologies have for their marketing campaigns.