Unlocking the potential of Augmented Reality

INSIGHTS

CREATIVE THINKERS�BRAND BUILDERS�DIGITAL DOERS�CONTENT CREATORS

Unlocking the potential of Augmented RealitySpring 2012

© Engine Creative Agency Ltd

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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 document 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.

For a more detailed description of AR, view this-plain talking explanation by Common Craft: http://youtu.be/D-A1l4Jn6EY

Augmented Reality: it’s like real life, but better

Unlocking the potential of Augmented Reality


3Unlocking the potential of Augmented Reality


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

“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

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:

Key benefits of Augmented Reality


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Automotive

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)

Consumer/Retail

driving product sales through activating additional brand content (i.e. music videos, TV footage)

activating virtual product demos using AR enabled packaging

Education

increase engagement in learning by augmenting historical and cultural locations

augmented induction processes for new HE students in a campus environment

Financial

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)

Publishing

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

Tourism/Heritage

augmented exhibition content for premium museum/gallery visitors

virtual tour guides for specific city tours (i.e. cultural, food & drink, historical)


AR has a number of practical applications for organisations across different industry sectors. Some examples of industry specific applications include:

Augmented Reality for all


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We believe that AR is set to become a key way for forward-thinking organisations to add value to their product and service offering in 2012 and beyond.

The range of research activity undertaken in the past 12 months adds real credibility to this belief and is the primary reason that Engine Creative has developed a creative AR service offering for the benefit of existing and future clients:



Augmented Reality: the stats

Smartphone Shipments

2009 2010 2011 2012 2013 2014 2015

1,200

1,000

800

600

400

200

60%

50%

40%

30%

20%

10%

% of total cellphone shipments

Smartphone usage is becoming ubiquitous

the estimated value of the product by parents who saw the 2D printed display ad.

£5.99

the estimated value of the product by parents who viewed the Augmented Reality experiance.

£7.99

the time spent by parents actively engaging with the 2D printed display ad.

12secs

the time spent by parents actively engaging with the Augmented Reality ad.

1:23min

45% of parents would buy Product X based on the 2D printed display ad, whilst 74% of parents would buy Product X after viewing the Augmented Reality experiance.

45%

74%

Would you consider buying this toy for a child?

Tablet sales are on the up and up!Gartner projects global media tablet sales of 69 million units this year, generating $29.4 billion in revenue. Media tablet spending was $9.6 billion last year.

Gartner Research, 2011

85%

200k

interactions with the Nuts AR issue in one week IPC Media, January 2012

increase in sales of Tissot at Selfridges following in-store AR campaign Holition, 2011 Hidden Creative, 2011



BBC Worldwide - Top Gear

Uniting Top Gear’s print magazine with their TV content through Augmented Reality.

the world’s first fully augmented magazine

the campaign received 75,000 views

AR to be rolled out on future Top Gear magazines

For a more details: http://vimeo.com/34652380

Engine Creative and Augmented Reality

Engine Creative is an award winning integrated creative agency and experienced Augmented Reality campaign provider. We are an official partner of world-leading AR platform Aurasma and have already created a number of successful augmented campaigns including the world’s first fully augmented print magazine for BBC Worldwide:

75,000+views

Try it yourself:

Step1: To view these examples download the Reality Engine app from the App Store or scan the QR code from your iOS device.

Step2: open the app and point the camera at the images below.



Sony Music UK - Ting Tings

Bringing the album artwork to life by enabling fans to listen to the content inside.

the first British band to create a fully augmented reality album cover

direct purchase capability through AR

For a more details: http://vimeo.com/37315652

A UKFIRST

Ripping apart Augmented Reality album cover for The Ting Tings

A first for a British band, multi-platinum selling artists The Ting Tings and Sony Music have partnered with Engine Creative and leading augmented reality platform Aurasma to bring to life the cover of their latest album, allowing fans to witness the band sing their upcoming song ‘Hang It Up’ by simply pointing their smartphone at the cover.

Try it yourself:

Step1: To view these examples download the Reality Engine app from the App Store or scan the QR code from your iOS device.

Step2: open the app and point the camera at the images below.

Engine Creative The Church Rooms Agnes Road Northampton NN2 6EU

Copyright in the whole and every part of this document is owned by Engine Creative Agency Limited. No reproduction of the whole or any parts is to be made without the written authority of Engine Creative Agency Limited. © Engine Creative Agency Limited 2011

INSIGHTS

CREATIVE THINKERS�BRAND BUILDERS�DIGITAL DOERS�CONTENT CREATORS

Call: 0800 454 1000Email: [email protected]: EngineCreative.co.ukFollow: @EngineCreativeConnect: Linkedin.com/Company/Engine-Creative

Let’s make it a reality.For more information on how Augmented Reality could be integrated into your communication strategy please get in touch.

Unlocking the potential of Augmented Reality

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