The Hapticologist: The Centre of Seven Senses

Noticeably stronger together: with a unique bar project at the OMR Festival in Hamburg, the promotional products industry is celebrating its collaboration and demonstrating the concentrated power of haptic advertising.

Visitors to The Hapticologist bar at the OMR Festival in Hamburg on 6 and 7 May this year will be immersed in a multi-sensory experience. ‘The Centre of Seven Senses’ combines the seven senses of marketing – sight, hearing, smell, taste, touch, intuition and perception – and shows how haptic advertising connects brands and target groups on all levels.

‘Why only do marketing when you can also feel it?’ is the motto at what is probably the most sensual bar in the world. A group of eight leading suppliers and manufacturers, three promotional product distributors and the industry experts from PSI and WA Media have joined forces to present haptic advertising on a completely new level. This is where creative marketing meets the unique vibe of a real scene bar – and everyone is invited to get to know this world.

‘Feel it! Love it! Live it!’ If you love cocktails, you’ve come to the right place. Because just as an old fashioned only becomes a classic with the right bourbon, power banks, daypacks and the famous squeaky ducks are the details that make marketing campaigns noticeably better.

The Hapticologist presents an unrivalled cocktail of sensory experiences, design and branding power. Top bartenders create their best signature drinks inspired by the seven senses. A first-class barista serves speciality coffees accompanied by vibrant beats from a DJ. 

Merch with a message 

Of course, the promotional product professionals also demonstrate their expertise in hands-on advertising. An exclusive merch collection can be admired at the stand or ordered online at www.thehap.bar/shop. Each item is not only a stylish accessory, but also proof of the effectiveness of haptic advertising. 

Steven Baumgaertner, CEO of cyber-Wear and co-initiator of the project, explains the motivation behind the initiative: ‘We want to show how relevant and forward-looking haptic advertising is for modern marketing. With our bar, we are breaking down boundaries, mixing creativity, sustainability and branding opportunities into a cocktail that inspires brands just as much as their target groups.’ 

Leading the way and networked

Together with PSI, Baumgaertner called on the industry to join the initiative and take part in Online Marketing Rockstars in the summer of 2024. In the end, eight innovative suppliers and manufacturers (Halfar, Kalfany Süße Werbung, Karl Knauer, Mahlwerck, mbw, Prodir, Toppoint and uma) and three creative promotional product agencies (cyber-Wear, Global Brand Concepts and Kolibri) joined forces to show the marketing world the versatility and strength of their marketing discipline. Visitors to OMR can also take part in a masterclass with Olaf Hartmann, the leading expert in multi-sensory technology.

The realisation of the bar concept is in the hands of PSI boss Petra Lassahn, who as an RX procurator also manages the legendary Bar Convent Berlin – a true expert when it comes to staging events and bringing brands to life. The Hapticologist is supported by a strong media partner: the HAPTICA® magazine from WA Media, which carries the message of haptic advertising into the marketing world.

OMR Festival

With more than 67,000 participants, the Online Marketing Rockstars in Hamburg is one of the largest events in the online marketing and digital industry in Europe. Around 1,000 exhibitors from tech companies such as Google, Vodafone and SAP to SMEs and start-ups present innovative tools and technologies for the industry. A total of 800 speakers can be heard on various stages, including recognised industry experts and world stars such as basketball legend Dirk Nowitzki. Visitors can gather practical knowledge from experts in over 270 masterclasses and 200 guided tours.

The Hapticologist stand is located in Hall A4, Stand B01.

www.thehap.bar