Eight issues of "Our Generation", the corporate newspaper at Donbasenergo, one of the players in the segment of thermal generation of electricity in Ukraine, have been already printed, and enhanced with augmented reality. The Department of Internal Communications of Donbasenergo managed to rethink the classic version of corporate media via the combination of the printed edition and adding digital content through involving dozens of employees in the process of creating AR content. Thanks to the innovative format and the convenience of creative tools, professional journalists and employees are able to create the content for the newspaper.
In 2019, the creative team of Donbasenergo looked for a solution to create a virtual museum of the company. Through their research, they discovered genARate from Konica Minolta.
genARate is an augmented reality (AR) solution, which helps to add interactive digital experience to existing static content, enabling interaction and enhancing engagement with a brand or product.
Donbasenergo’s corporate newspaper, "Our Generation" was created 8 years ago, and has a reader base of over 2,000 employees from 8 business units, including their relatives and company’s partners. The internal communication department were looking for new methods to keep the attention of the readers and find innovative ways of engaging with them. They quickly realized that genARate would help to achieve these goals.
Augmented reality in the corporate media provides the possibilities to publish more content, whilst making it more relevant, dynamic and diverse.
“The number of pages limits the newspaper. Augmented reality allows creating more content related to a specific topic and changing it when it is necessary or the topic is updated. This is especially important if the corporate media is printed, for example, once a month”.
Communications Project Manager at Donbasenergo
“I like the print media for their conservatism (in a good way) and the online media for their flexibility and dynamic. When I learned about genARate, I realized how cool it would be to combine these two types of media and upgrade our traditional newspaper, adding the digital elements and gamification”.
Internal Communications Specialist at Donbasenergo
“All created augmented reality content by me was related to my job responsibilities, it means labour protection. For example, one of the movies was about the fight against coronavirus: children drew pictures on this topic, we animated them, put together and made the following video”.
Labour Protection Specialist at Donbasenergo
“It was interesting to try augmented reality. I am shooting a video about the daily work of manufacture departments. I also suggested a new format, which is short answers of engineers to non-standard questions about their job. We have already recorded several mini-interviews. Our colleagues are usually willing to get in touch; they are interested in participating in the project."
External Communications Specialist at Donbasenergo
“We help companies to become digital, and the Donbasenergo’s case is no exception. geneARate has turned a classic corporate newspaper into a modern interactive media product that attract the attention.”
Head of Marketing Communications at Konica Minolta Ukraine
Vitaliy Lobanov works for the Department of Labour Protection. He started to create AR content on his own initiative: “All created augmented reality content by me was related to my job responsibilities, it means labour protection. For example, one of the movies was about the fight against coronavirus: children drew pictures on this topic, we animated them, put together and made the following video”.
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