Dassault Systèmes Campaign Expands to Europe Transport Hubs
Science and technology leader Dassault Systèmes is once again showcasing the power of 3D technologies and their impact on manufacturing.
Earlier this year it was through a digital out-of-home immersive media campaign that centred on a 780-metre screen virtual reality installation in Piccadilly Circus, London.
This screen illuminated the city with three-dimensional, eye-catching videos that explored the power of technologies like digital twins and augmented reality in manufacturing, drawing attention to the innovation happening in the sector.
Now its through Dassault Systèmes's “Virtual Worlds for Real Life" campaign, another digital out-of-home campaign that is taking travell ers on a digital journey in three of Europe's busiest transportation hubs.
Virtual worlds for real life
If you're travelling anytime soon to St Pancras International station in London, or perhaps catching a plane from the Orly or Charles de Gaulle airports near Paris, you can expect to see something thought provoking on your way.
Dassault Systèmes's “Virtual Worlds for Real Life" campaign utilises screens in these transportation hubs to display premium visuals and videos of how virtual twins and associated technologies are enabling phenomenal manufacturing innovation.
This includes within healthcare and infrastructure, with videos and images showing intricate virtual twins of a human heart, bridges and complex farming equipment.
Showcased across more than 125 installations, the campaign has strategically placed them in high-traffic areas at the airports and station.
The airports registered 100 million passengers in 2023, and St Pancras 91,000 passengers daily.
At Charles de Gaulle terminal 2, there are three dynamic screens and digital pillars in addition to a traditional billboard feature of images at check-in, arrivals and immigration areas and main corridors.
More than 100 digital screens also animate the lounges at both Charles de Gaulle and Orly.
Dassault Systèmes collaborated with BETC in France on the “Virtual Worlds for Real Life” tagline and visuals creation, and with Zenith in France on the station and airport campaign deployment.
Meanwhile at St. Pancras International, the campaign features 25 dynamic screens across bus stops, pillars and walls building on the previous work of the campaign there during the summer.
Dassault Systèmes’ “Virtual Worlds for Real Life” campaign had placed its logo, tagline and images over the 56-foot-long “Connecting Bar” waiting area in the station.
This logo, tagline and images were reportedly viewed by an estimated 400,000 travellers during the height of the tourist season.
Why has this campaign been created?
This campaign follows on from the installation in Piccadilly circus.
When that was unveiled, Marc Overton, MD, Euronorth at Dassault Systèmes shared why they'd created the campaign with Manufacturing Digital.
"A key driver for sustainable innovation is a greater awareness of the challenges society faces, and how to address them," he explained.
"Our ground-breaking experiential campaign in Piccadilly Circus extends an invitation to millions of people to immerse themselves in a journey of discovery where virtual worlds improve real life.
"Sustainability is at the core of Dassault Systèmes’ mission.
"The campaign highlights the rapid transformation of assembly lines thanks to our innovative virtual twin technology."
We've spoken extensively at Manufacturing Digital about the need for manufacturing to rebrand itself and dispel misconceptions if it is to generate the interest it needs to create a sustainable, long-term hiring pipeline.
Highlighting labour benefits is one piece of this puzzle. The other is dispelling the myth that manufacturing jobs still revolve around digital production.
People outside of this field do not realise the scale of the innovation that is happening.
Through campaigns like this they will.
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