AMP Capital Shopping Centres (AMPCSC) has become one of the first brands to use multidimensional technology to create a series of short 3D videos that will be rolled out across the social media channels of its portfolio of shopping centres in Australia and New Zealand.

Each centre will run a selection of the posts across their Facebook and Instagram accounts, with the videos creating a 3D perspective for viewers.

Initially, four posts have been produced that reflect AMPCSC’s core pillars of food and fashion, bringing to life the colour and movement of stylish fabrics, fresh fruit, and hot coffee.

AMPCSC head of shopping centre marketing, Belinda Daly, said, “At AMPCSC we are always looking for ways we can use new and emerging technologies to provide unique experiences for our customers.

“It’s important to us to create a synergy between the innovative experiences we provide in our bricks and mortar centres and the content delivered via our digital assets. We believe this 3D effect will deliver greater consumer engagement than 2D posts or ad brands are currently creating for Facebook and Instagram.”

The posts were produced by Hausmann Communications in collaboration with partner agency, Dangermouse Productions.

Hausmann Group digital director, Jenna Setford, said, “We know that consumers are increasingly desensitised to the overload of content they are exposed to on social media, so we needed to find a way to disrupt this and create a surprising visual moment. The 3D effect definitely succeeds in grabbing attention in a market where it is increasingly difficult to stand out. It’s a great fit for AMPCSC given the broad range of audiences across its portfolio and the company’s leadership in retail innovation.”

The technology was introduced in the US earlier this year, with only a very small number of brands trialling it since. AMPCSC’s centres will be the first retail centres to implement it in Australia.