The Problem: 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 understood that in order to grow its export balance, it needs to follow major trends and exploit some of its most coveted resources. Hence, it wanted to focus on following the global demand for organic meat, eco-tourism tourism, and sugar derivatives. NUGA 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 to be imported and, therefore be displayed, tasted, or even brought to the fair.
The Inc Lab Solution: TIL 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. 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.
Why it Matters: This solution brought two worlds together in a virtual environment for the first time. Content focused on regionalism, animal welfare and meat traceability/source. The concept allowed consumers to gain understanding about how Colombian meats are free range, sustainable, pasture fed and free of antibiotics.