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What will the future of advertising look like, how much will artificial intelligence affect advertising, and what will be the fate of art? These are just a few of the questions that the art-tech multimedia studio SORRYWECAN is thinking about, and since 2016 they have been working on advertising campaigns, their own projects, but also organizing events such as concerts. Another project of the studio was the SORRYWECAN EXHIBIZZ exhibition, which was held in the Petrozarsk Tower for the first year and was truly awe-inspiring. Visitors interacted with virtual characters, walked through the dunes of the desert, and with the help of scents from the aroma marketing company LA NOTA, the impression was a thousand times stronger.
It is predicted that by 2025 the advertising market will be worth more than 1 trillion dollars, mainly due to the emergence of new digital technologies. At the SORRYWECAN EXHIBIZZ event, we clearly saw how fast they are progressing and what awaits us in the near future. “The SORRYWECAN EXHIBIZZ event is a showcase for local talent and new approaches to technology and artificial intelligence. It shows what is possible in art and advertising when one is not afraid of technology.” Sára Fickerová, brand director of the SORRYWECAN studio, explains that the Slovaks showed how advertising can be global with installations that can compete with world centers such as London or New York. Young artists, developers and creatives believe that the future of advertising will be increasingly personalized, immersive and, therefore, more effective thanks to the use of new technologies such as artificial intelligence (AI, editor’s note). In simple terms, advertising will soon be indistinguishable from reality. The guests present could also try this out, for example, in a conversation with a virtual character, while walking in the dunes or in an installation by the world-renowned florist Robert Bartolen.
The connection of the SORRYWECAN studio with LA NOTA, which is responsible for scent marketing, is the icing on the cake, as visitors can literally breathe in the wonderful atmosphere of the parsley cubes. Although companies currently try to attract customers mainly through audio-visual means, the focus on smells and scents is growing. After all, up to 95% of purchasing decisions are based on some kind of emotion. The sense of smell is directly connected to the brain centers responsible for emotions and memory. All other sensory systems have to travel a long distance before the information is transmitted to the brain. In short, if something smells good, the radio is left alone. “Our company, LANOTA, specializes in the strategic use of scent at specific customer touchpoints to influence their behavior,” Marián Hrčka, CEO of LA NOTA, explains.
The sense of smell is still underestimated in marketing, despite the fact that it influences up to 75% of human emotions and the human brain remembers up to 35% of information through a certain smell or scent. Therefore, the connection of marketing with perfume is understandable and, according to multiple studies, effective. They also realize the importance of this tool in the SORRYWECAN studio. “The added scent allows our guests to fully immerse themselves in the environment we create, making the experience unforgettable. The collaboration with LA NOTA was our first experience with scent marketing. Their expertise and exceptional products played a key role in creating an immersive environment for our guests, enriching their experience by connecting all their senses.” Sára Fickerová stressed the importance of engaging visitors’ sense of smell.
SORRYWECAN is a multimedia studio that combines art and technology to bring experiences that push the limits of our perception. They worked at Expo 2020 Dubai, brought projects for Audi, Meta, a sold-out O2 Arena for Dara Rolins, and upcoming shows for Rytmus and Tina. Tatra Banka is also one of their long-term clients, which has become the most awarded bank in Slovakia and the most innovative bank in the world with innovations like the virtual influencer Bejby Blue or the children’s avatar Tabi. They support the largest projects in Slovakia, but their impact is global.
LA NOTA, original solution provider Scent Marketingused by the most successful brands in Europe, Africa and South Korea. You too can take advantage of the potential of perfumery and the savoir-faire of perfume designers from the French perfume capital. These perfumes are made with only the finest ingredients and formulated using the traditional methods that have been passed down through the centuries in Grasse. All fragrances comply with the latest European regulations IFRA, CLP and REACH. At LA NOTA, they will help you prepare tailor-made solutions, from creating the right atmosphere to neutralizing unpleasant odors. LA NOTA aromatherapy diffusers are made in the Netherlands from sustainable, high-quality and recyclable materials such as steel and aluminum. The system is designed with high sustainability and reliability in mind, which is underlined by the 7-year manufacturing warranty. LA NOTA aromatherapy diffusers are made of high-quality materials and feature the latest technological innovations. The result of this combination is superior atomization, ensuring optimal dispersion of the fragrance. These devices not only stand out for their long service life, but are also extremely economical in terms of perfume consumption. LA NOTA professional aromatherapy diffusers are designed to optimize the unique aroma of grass. The device ensures that the fragrance is evenly distributed throughout the space, filling every corner with a charming scent. This way you can create the perfect atmosphere.
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