Colombia shipped US$31 billion worth of goods around the globe in 2016, accounting for 4.5% of the total Colombian economic output. Given Colombia’s population of 39.5 million people, its total $47.2 billion in 2016 exports translates to a modest $660 for every resident in that country. Colombia’s top 10 exports accounted for 79.5% of the overall value of its global shipments which include oil, coffee, gems, live plants, fruits and sugar. Colombia understands that in order to grow its export balance needs to follow major trends and exploit some of its most coveted resources. Hence, it wants to focus on following the global demand for organic meat, eco-tourism tourism and sugar derivatives.
ANUGA is the most important food and beverage trade show in Europe and one of the most important in the world. This is the only fair that combines 10 trade shows in one and facilitates its participants to improve their business profile and identify valuable synergies and trends that will govern the future of the market. Colombia wanted to bring an innovative approach to enter the meat market. Problem was, Colombian meat was not allowed be imported and, therefore be displayed, tasted or even brought to the fair.
TheInc developed a VR experience where a user was able to have a 360 view and interaction with a ranch to see how cows are grown in Colombia’s natural environment. Content focused on regionalism, animal welfare and meat traceability/source. The concept allowed users to gain understanding about how Colombian meats are free range, sustainable, pasture fed and free of antibiotics. Users then moved to see “The Magic Cooler”, a custom interactive fridge with a transparent LCD screen, allowed to virtually interact with meat cuts on the fridge. Beyond meats, the entire 130 square meter stand was designed with custom interactive tables and digital technology to enhance the user journeys.