Unlocking the potential of Augmented Reality
Augmented Reality: it’s like real life, but better.
Augmented Reality (or AR) is a term that has been in the mainstream public consciousness for decades. Despite all of the promise, it is only now, since the rise of powerful smartphone technology, that AR is finally a mainstream reality. This post aims to outline some of the many opportunities that AR can now offer organisations and brands of all shapes and sizes.
Put simply, AR is the term used to describe an enhanced view of real life by overlaying computer-generated content. This computer-generated ‘virtual content’ can be almost anything – video, 3D models, dynamic web content – and it can be triggered by an image, a location or a combination of the two.
Key benefits of Augmented Reality
When the number of major brands using AR in their marcoms increases as rapidly as it has done in the past 6 months, you know that it is a technology which has finally come of age:
“We were blown away by the technology and we’re certain consumers will be. With one in three UK adults owning a smartphone the potential market for initiatives like this is huge and we are proud to be bringing this incredible technology to the masses.”
Sonia Carter, Head of Digital at Kraft Foods
“With the high penetration rate of smartphones… we hope to drive this [AR] forward with innovative features and functionalities synonymous with the Volkswagen brand to allow our customers to connect with us at a deeper level.”
Jamie Lee, General Manager of Marketing Communications at Volkswagen Group Singapore
“Bringing the artwork to life on the CD cover for The Ting Tings is hugely exciting. Aurasma’s augmented reality opens the door to a more interactive relationship with the consumer via otherwise two dimensional means.”
Kelly Bush, Senior Marketing Manager Sony Music UK
Augmented Reality can provide a number of key benefits to brands and organisations:
- AR increases engagement and interaction and provides a richer user experience
- Research has shown that AR increases the perceived value of products and brands
- Well implemented AR activity conveys innovation and responsiveness from forward-thinking brands
- AR is mobile and personal and, therefore, hugely accessible to a rapidly growing smartphone market
- AR is an inexpensive alternative to other media platforms as no specific media needs to be purchased
- Brands have access to detailed analytics enabling them to truly understand their audience
Augmented Reality for all
AR has a number of practical applications for organisations across different industry sectors. Some examples of industry specific applications include:
- AR in-car dashboards to provide drivers with a range of technical and travel information
- Act as a virtual instructor for everyday maintenance (i.e. changing oil, checking tyre pressure)
- See how we created an AR app for Delphi to let their consumers take in an X-ray view of a car
- Driving product sales through activating additional brand content (i.e. music videos, TV footage)
- Activating virtual product demos using AR enabled packaging
- See how we helped Argos reduce their returns rate with their AR app
- Increase engagement in learning by augmenting historical and cultural locations
- Augmented induction processes for new HE students in a campus environment
- Using geo-targeting AR to locate nearest bank facilities
- AR activated bank cards that allow you to check account details (i.e. balance, latest transactions)
- See how we enhanced Alfa Systems’ annual report with AR technology
- Deliver more value to advertisers by offering measurable AR print ads with direct links to purchase
- Create AR subscriber models that allow premium subscribers to activate augmented content
- See how we helped Tesco customers discover more in their Home magazine through AR
- Augmented exhibition content for premium museum/gallery visitors
- Virtual tour guides for specific city tours (i.e. cultural, food & drink, historical)
- See how we helped the National Trust create an immersive and interactive AR experience to their visitor attraction
Augmented Reality: the stats
In 2020, augmented reality is ready for mainstream adoption from both corporate and small brands alike. With advancing technology making it easier to create in-house AR campaigns quickly (like our very own Reydar technology), AR is now more accessible to both brands and consumers.
With 2020 proving to be a difficult year to be out and about with the Coronavirus pandemic, AR isn’t just a short-term trending gimmick, but a long-term branding experience.
Here are some of the key stats that provide just that:
- AR engagement is up nearly 20% since the beginning of 2020 with conversion rates increasing by 90% for consumers engaging with AR compared to those that don’t. Source: Retail Customer Experience.
- 3D content can increase conversion by up to 27.96% on retailer websites. Source: Mobile Marketer.
- SAP Direct Mail experience saw an 81.91% uptake of recipients receiving the direct mail that went onto experiencing the Augmented Reality Campaign. Source: Reydar.
For more stats & facts on augmented reality check out this post – “15 Augmented Reality Facts & Stats (2020)”
Engine Creative is an award winning integrated creative agency and world leading Augmented Reality campaign provider. We started at the very beginning of AR creating the world’s first fully Augmented Magazine for Top Gear (View case study here) and have since gone on to provide AR marketing campaigns for Samsung, Argos and Tesco.
Unlock the potential of AR for your brand
For more information on how to bring your brand and products to life with augmented reality, please call us on 01604 453 177 or drop us an email.