A virtual platform that addresses the disruption brought about by the pandemic on events and brand promotional campaigns could spell a lot of difference.
Called VEAP, which stands for Virtual Events and Activations Platform, it is practically an online space for clients to pursue immersive and memorable brand engagement initiatives that used to be done on-ground.
VEAP is the first of its kind in the country and, arguably, in Asia. Launched on June 30, 2020, it is an immersive online platform that could come in different thematic and customizable environments and integrated with innovative features for a more realistic and meaningful engagement between people and brands.
The VEAP platform is owned by the Tagline Group of Companies, which is composed of Oncuemedia Inc., Five Seconds Advertising, Hey! Communications and Binary Digital Advertising, which is the platform’s developer.
The Manila Times touched base with Tagline president and owner Jovy Rabelas to draw out how VEAP makes a difference in today’s pandemic-restricted events industry.
The Manila Times (TMT): How does VEAP precisely go around the lockdowns and emergency measures imposed during the pandemic? How does it replicate the way events and marketing campaigns used to be done?
Jovy Rabelas (JOVY): The concept behind VEAP includes the featured activities and systems for immersive experiences in the space based on a selection of work successfully done before using the digital and electronic platforms and the prevailing standards of engagement online.
Bottomline? It’s all about reengineering brand experiences for multi-dimensional engagements in the digital landscape — a calculated modification of our services towards the behavioral shifts taking place across all market segments due to the pandemic.
We are also fostering the strength of below-the-line (BTL) marketing to harness the power of the online and electronic platforms so you could trigger action, drive retention, and develop brand loyalties even further especially in these low-touch economic times.
TMT: Bottomline, then; what are its strengths and advantages to potential users and consumers, in general?
JOVY: For one, VEAP could be easily accessed via a Smartphone, laptop, desktop and tablet. It is an all-in-one livestream platform that includes VEAP Motion (for gamified exhibition space with customizable avatars that could navigate a full 3D environment), VEAP Live (lightweight environment in three-dimensional configuration best for multi-faceted engagements), and VEAP TV that supercharges and elevates online audience engagements.
Furthermore, with VEAP, stakeholders could create any space for a choice of engagement, from the simplest to the most complex of set ups to intimate gathering of virtual attendees to a large-scale online community marketing event in any choice of a 3D environment. As well, with virtual engagement comes a great opportunity to open a business for a new shopping experience through online ordering, purchasing and delivery options.
TMT: Let’s look back at the vision behind the Tagline Group and how it helped shape the direction the company is taking today.
JOVY: Tagline Communications was established in 2003 as an events management firm which shortly thereafter evolved into a full-service BTL advertising agency providing various industry segments with creative insights and transformative solutions. Our vision to transition ourselves into a full-service ideas and executions firm was fully realized in 2015 when Tagline Communications consolidated its affiliate companies. I am proud to say Tagline is a network of award-winning creative marketing and lifestyle agencies and consultancies.
TMT: How prepared was Tagline to survive the pandemic and how is it being positioned in the rise of the digital economy?
JOVY: No one was really, totally prepared for a pandemic but since digital transformation was mapped out as part of our five-year business initiatives, we were able to establish our plans beforehand. Na fast-track lang ‘yung development because of Covid.
Our thrust in creative engineering played a big part in all these. Prior to the pandemic, most of our previous engagements on-ground already integrated the use of electronic and digital technology. We also had a firm grasp of consumer sentiments from our experiences. What digital activities make them tick or which does not. It was just a matter of bringing our know-how to the online platform that made it easy for us to navigate the disruption.
But yes, we were fortunate enough to have successfully pivoted our business to the “low-touch” segment of marketing. The concept of low-touch marketing was first heard from Tagline Group and right now, we are already exploring the more progressive means to bridge human experiences in the digital space with the integration of mixed reality, and even artificial intelligence, in all our platforms.
TMT: Tell us more about the journey that led to VEAP.
JOVY: VEAP is an industry-first initiative here in the country that was developed to answer the need for continuous brand engagements besides traditional media in the midst of restrictions for social gatherings and face-to-face interactions during these pandemic times. On top of that, our platform is about providing the general public with the means to connect to their passions, whether here in the country or overseas especially at an opportune time when everyone is digitally connected.
To date, VEAP has successfully launched 12 virtual spaces in various 2D & 3D environments. Contracts with various companies overseas have already been signed to connect brands with its audiences, and for these audiences to experience the highly-interactive facets of multi-dimensional engagements in the digital space.
To experience VEAP visit tagline.veap.ph, and www.tagline.com.ph. and The Tagline Group on Facebook and Linked in.