BSH and Dion Chang Dissect the Art of Communicating in a Hyper Visual Era

Ian Bredenkamp, Kamini Pather and Nkosiyati Khumalo enjoying an evening of innovation.

Ian Bredenkamp, Kamini Pather and Nkosiyati Khumalo enjoying an evening of innovation.

On Thursday, 12 October 2017, BSH Home Appliances Group, an innovative and forward-thinking company invited the world-renowned Dion Chang from Flux Trends to host an exclusive event where he shed light on the art of communicating and doing business in a hyper visual era. The event was hosted in association with Bosch, Siemens and Gaggenau Home Appliances at their Brand Experience Centre in Cape Town, South Africa. 

Through the looking glass: The art of communicating and doing business in a hyper visual era.

“When Lewis Carroll wrote Through the Looking Glass and What Alice Found There, in 1871 (a sequel to Alice's Adventures in Wonderland), he wrote of an alternative universe, where things are not as they should be”, said Chang. 

Chang took guests on a visual journey where he explored an alternative universe, a hyper visual realm, which we delve into multiple times throughout the day via our most intimate and constant companion – the smart phone. 

“Our visual social media platforms have changed the way we connect, interact and communicate, spawning not only a new emoji language, but pushing us closer, one transient snapchat at a time, to a parallel universe where virtual and augmented realities meet. Welcome to the metaverse. The technology is ready and forward-thinking brands are already experimenting. The race to grab your attention, visually – in unimaginable ways - has begun” Chang added. 

Dion highlighted that if a company is not speaking visually they should realise that they are missing out on an assortment of opportunities such as the mantra of the “see, click, buy” concept that is seamlessly integrated with social media sales through visually compelling content. But this concept is merely the beginning of a digital journey that now sees other technological advances within the digital and social space bursting with innovation such as the new “area learning and 3D camera technology” which is about to revolutionise industries from architectural, real estate, interior design and home décor to health care and education, the impact is vast and real. 

Many companies and industries are noticing the major shift in this digital space and it is for this reason that Venture Capitalists invested $1.7 billion in the 12 months leading to March 2016 in augmented reality or virtual reality start-ups, and $1.2 billion of that was in the first quarter of this year alone. 

When asking Enrico Hoffmann, Managing Director of the BSH Hausgeräte GmbH South Africa about the insights of the evening it was clear that the vision of Bosch, Siemens and Gaggenau Home Appliances are already aligned with these foresights and trends. 

“The BSH brands, Bosch, Siemens and Gaggenau are known for their unique technological advancements, revolutionising the industry through its forward-thinking. However, this is done by closely monitoring and strategising based on the industry trends in marketing, the retail space and advertising. In the late 90’s I completed my Thesis in Marketing, which focussed on Online Sales, and since then, I have been privileged enough to see the industry burst with development over the years. We are only experiencing the tip of the iceberg when it comes to digital and social media marketing and, brands need to maintain their competitive edge by keeping ahead of communication and digital trends,” said Enrico Hoffmann, Managing Director of the BSH Hausgeräte GmbH South African Group. 

The evening left guests with much to consider on how to transform their current strategies and rules of engagement, how to drive their message home more effectively and what to expect from the future’s visual revolution.