The world of marketing has changed rapidly in recent years, but one dimension has often been underestimated: haptics. The importance of our senses in advertising will now be impressively demonstrated at the OMR Festival 2025 on May 6th and 7th in Hamburg, as part of the innovative format The hapticologist. This event offers a unique opportunity to experience tactile advertising as one of the major marketing trends — and GBC will be right in the middle at Hall A4 B01.
Tactile Advertising as a Multi-Sensory Experience
The concept of The Hapticologist goes beyond just visual impressions. It centers on how brands can convey their messages in a whole new way by appealing to the sense of touch. Tactile experiences, supported by unique, tangible products and sensory stimuli, are key to creating deeper brand connections. The future of digital advertising will be more than just seen — it will be felt.
GBC as Partner of The Hapticologist
In close collaboration with leading industry experts, GBC is proud to participate as a partner of The Hapticologist at OMR Festival 2025. GBC will not only highlight the importance of tactile experiences in advertising but also provide concrete real-world examples. From exclusive merchandising to signature drinks developed especially for the event, GBC will showcase how haptics can make brands truly tangible.
Why Haptics is the Future of Marketing
In a world where brand messages often get lost in digital noise, tactile advertising is gaining increasing importance. Humans are multisensory beings, and combining visual, auditory, and tactile impressions creates a more intense and lasting brand experience. GBC has already successfully executed numerous projects focused on haptic elements, building deeper emotional connections to brands.
Masterclass and Exclusive Insights
Alongside the tactile experiences, Olaf Hartmann, a leading expert in multisensory advertising, will conduct a masterclass explaining the significance of haptics for the future of marketing. Our Managing Director, Boris Schwerdt, will support this session. This exclusive masterclass will immerse participants in the world of tactile advertising and show them how to integrate this strategy into their own brand communications.
GBC’s Role in Haptic Marketing
As part of The Hapticologist, GBC demonstrates how tactile marketing approaches not only change brand perception but also enhance the emotional value of products and experiences — from developing innovative merchandise to designing multi-sensory brand encounters.
The Future of Marketing is Haptic — and GBC is On Board
With The Hapticologist, we take another step towards a marketing world where brands are not only seen but also felt. GBC is excited to be part of this movement, showcasing how innovative tactile concepts work in practice and the potential they hold for brand communication.