Tag: Augmented Reality

Singapore – The National Library Board (NLB) of Singapore is introducing a unique way to read through ‘Spectacles,’ an augmented reality (AR) glasses. Made in partnership with Snap and Le Pub Singapore, NLB’s Spectacles immerses readers in the story world they are reading.

Through the device, developed for Snap Spectacles, reading experiences will be elevated through audio-visual AR effects in real-time. While the user reads, the reading lenses scan the book. It uses text recognition and machine learning to provide audio-visual effects

Complementing readers’ experiences, it sets the mood through soundscapes and visuals about the storyline. Depending on the story, it provides effects such as suspenseful music, distant chattering, or music that sets the scene. 

The AR Spectacles are currently undergoing beta testing and are set to be available for readers to try later this year. It was created by LeGarage, LePub’s innovation hub, while collaborating with Snap’s team in Paris.

Gene Tan, chief librarian & chief innovation officer at the National Library Board, said, “We are happy to partner LePub and Snap in this to explore ways to enhance the experience of stories and books for everyone. This is part of NLB’s ongoing efforts to engage with partners to experiment with new experiences that could inspire discovery and spark a renewed passion for reading and learning.”

Antoine Gilbert, senior manager, AR Studio Paris, Snap, said, “Snap’s AR Studio Paris’ mission is to educate and inspire the world about the possibilities of augmented reality in the fields of art, education, and culture. With the latest generation of Snap Spectacles, we are pushing the boundaries of immersive experiences, enabling new ways to interact with the world.”

“This innovation is further exemplified by the development of the world’s first Augmented Reading experience — a breakthrough designed to transform how people engage with written content through Snap Spectacles. By bridging the physical and digital realms, we continue to empower creativity and redefine the future of storytelling,” Gilbert added.

“Our goal is not to replace the traditional reading experience, but to enhance it by creating a compelling gateway to books. These glasses are an invitation to rediscover the joy of deep, meaningful engagement with text. Once people are hooked on the story, we hope they’ll keep reading to the end,” Stephan Schwarz, executive creative director at LePub Singapore, commented.

Singapore – Anker Innovations, a mobile charging and consumer electronics company, has launched its latest campaign to ‘charge up’ Southeast Asia.

Using augmented reality (AR) and computer-generated imagery (CGI), Anker revitalises iconic landmarks across SEA. The campaign aims to showcase Anker’s charging solutions and technology.

The company’s latest charging lineup, the Anker Prime Series, is at the heart of the campaign. The series offers a multi-device fast-charging solution, integrating intelligence and interaction. 

‘Charge Up, SEA!’ is set to illuminate Singapore, Malaysia, the Philippines, Indonesia, and Vietnam. An on-ground AR experience will be available in Singapore and Malaysia, while CGI videos will roll out in the remaining SEA markets.

In Singapore, visitors of Jewel Changi Airport can scan a QR code to enter a cyber-inspired world featuring the iconic rain vortex. While Anker’s desktop charger serves as the central point of interaction, its other products are also highlighted through interactive emojis.

At the same venue, Anker is hosting a ‘Prime of Charging’ experience at their pop-up store until March 5. Besides engaging with the AR experience, customers can also receive exclusive gifts. The event is also available online through Shopee.

“At Anker, our mission is to ignite possibilities through ultimate innovation. We’ve not only created products that lead the industry in performance but also ones that fundamentally change the way people engage with power. This campaign reflects our vision of an interconnected world where innovation enhances the everyday lives of Southeast Asia consumers,” Leon Wu, general manager of Southeast Asia at Anker Innovations, said.

India – National Payments Corporation of India (NPCI) has teamed up with Enormous Brands for a Republic Day print campaign that turns everyday digital transaction sounds into a symphony of progress.

NPCI’s latest campaign reimagines familiar digital transaction sounds—such as ‘ting, ping, bing’ notifications—into a rendition of ‘Saare Jahan Se Accha.’ The initiative aims to highlight the everyday role of digital payments in India.

The campaign features a print ad that follows the journey of the national flag from its creation to distribution. It integrates mobile devices as key elements of the user experience and uses augmented reality to bring the visuals to life. By turning transaction sounds into a melody, the campaign creates a unique connection between digital payments and national identity.

Published in top-tier outlets, the campaign marks Republic Day by transforming transaction sounds into a unifying melody, showcasing NPCI’s role in India’s progress. Users can scan the QR code on the print ad and move their mobile devices over designated spots to access the interactive experience.

“Our mission has always been to empower India financially. This campaign transforms recognition into resonance by celebrating the familiar sounds of transactions. By turning these sounds into a melody, we’ve created a connection that reflects NPCI’s silent yet significant impact,”  said Ramesh Yadav, chief of marketing at NPCI. 

“We wanted to honour NPCI’s role in empowering millions. This melody is a song of progress—a celebration of what NPCI silently enables every single day,” added Ketan Shinde, senior creative director at Enormous.

India – Samsung has joined forces with Cheil India to launch an augmented reality (AR)-powered print campaign, highlighting the innovative ‘Sketch-to-Image’ feature of the Samsung Galaxy Tab S10 Ultra just in time for the holiday season.

This Christmas-themed campaign celebrates the festive season by blending traditional print with the immersive power of AR. The Galaxy Tab S10 Ultra is positioned as the ultimate holiday companion, offering users a unique tool for creativity and imagination.

Conceptualised and created with Cheil India, the campaign captures the magic of the season with a Santa-themed AR game, powered by the Galaxy Tab S10 Ultra’s revolutionary Sketch-to-Image feature. Readers of the print advertisement were invited to scan a QR code, which brought a 3D render of the device to life, immersing them in the holiday spirit.

The interactive experience began with a simple Santa sketch, which quickly transformed into a vibrant AI-generated image. This showcased the capabilities of the Tab S10 Ultra’s S Pen and AI tools, allowing users to see their creativity come to life in stunning detail.

At the heart of the campaign is the Galaxy Tab S10 Ultra’s Sketch-to-Image feature, demonstrating its ability to turn doodles into professional-quality visuals. Whether for festive illustrations or more complex graphics, the device empowers users to unleash their creativity, making it the perfect companion for this holiday season.

“At Samsung, innovation drives us to create magical experiences. The Sketch-to-Image feature on our Galaxy Tab S10 is a perfect example. When we envisioned the Santa AR game, we needed a tool that could bring our ideas to life seamlessly. From doodles to lifelike graphics, this feature helps transforms every concept into reality, powering the creativity behind this interactive experience. It’s not just a feature—it’s a gateway for creators, developers, and storytellers to unleash their imaginations with precision and ease. With Samsung Galaxy Tab S10 Series, the possibilities are endless. What will you create next?” said Aditya Babbar, vice president of MX Business at Samsung India.

Vikash Chemjong, CCO of Cheil India, also commented, “This holiday season, Cheil India partners with the Galaxy Tab S10 Series to redefine how creativity meets celebration. From the groundbreaking Sketch to Image feature to the whimsical Santa AR game, we’re blending technology with imagination, bringing festive joy to every generation. Together, we’re shaping experiences that inspire and innovate.”

Singapore – Meta has announced that it will shut down Meta Spark, the platform’s augmented reality (AR) platform, on January 14, 2025–according to a recent FAQ update by the tech giant.

With this update, Meta Spark by third-party creators will be removed from Meta products, including Facebook, Instagram and Messenger. Additionally, Meta Spark products (Meta Spark Studio, Meta Spark Hub and Meta Spark Player) will no longer be accessible.

Meta also clarified that Meta’s first-party AR effects will remain, and users will be able to access them on Facebook, Instagram and Messenger.

“After thorough consideration, it was determined that Meta will prioritise investments in other company priorities. As a result, we’re not able to continue to support the Meta Spark platform long term,” the company said.

The company recommends AR creators or businesses who have published effects to Facebook, Instagram or Messenger to download and save their project files, assets and demo videos prior to January 14, 2025. If they want to continue to showcase the AR effects built using Meta Spark tools, Meta recommends to create a portfolio on an external website.

“Meta is committed to our long-term investments in new computing platforms that will bring us beyond today’s 2D experiences on mobile. With the decision to shut down the Meta Spark platform, we’re also shifting resources to the next generation of experiences, across new form factors like glasses,” Meta further added.

In addition, Meta has also advised brands and agencies to switch to third-party AR platforms by the end of 2024 to early 2025 if they want to still create AR-centric experiences.

Singapore – ION Orchard, a prime retail landmark in Singapore, has merged physical retail with digital innovation to introduce “Another Sphere,” an immersive augmented reality (AR) experience designed for modern shoppers.

‘Another Sphere’ offers modern shoppers a unique journey that seamlessly combines art, technology, and exclusive rewards, introducing new ways to interact with brands and offerings.

The initiative features three distinct augmented reality (AR) experiences: the gamified “loot box” Garden Gems, the larger-than-life Booms AR filter with blooming florals in motion, and the immersive TWG Tea AR luxury retail experience, where shoppers can explore interactive details about tea varieties, including fine harvests, single estate teas, exclusive blends, and beautifully crafted tea accessories.

These AR experiences can be accessed through QR codes available in ION Orchard’s official mobile app and physical installations throughout the mall. Shoppers can also engage with the in-app Adventure Perks gameboard, which rewards them with a ticket to Garden Gems upon completing tasks. Additionally, a captivating floral installation at Level 1 provides unique photo opportunities and access to the Booms AR filter.

With ‘Another Sphere,’ ION Orchard seeks to enhance its shopping experience by offering new and innovative ways for shopper engagement.

Yeo Mui Hong, chief executive officer of Orchard Turn Developments, said, “We are thrilled to unveil Another Sphere, an initiative that offers a fresh take on the retail experience in a creative and memorable way. Leveraging augmented reality, ION Orchard transports shoppers into a world of wonder and rewards, engaging our shoppers anywhere and anytime with exceptional, distinctive, and enriching experiences.” 

“Another Sphere reflects our dedication to elevating every single visit and curating lasting memories for our shoppers, ensuring ION Orchard remains at the forefront of experiential retail. We invite everyone to join us on this immersive journey through Another Sphere,” Yeo added. 

Singapore – Financial services company Singlife has recently launched the “The Dream Cube”, a digital, virtual, and AI-driven web campaign, to allow Singaporeans to see what their unique financial freedom dream would look like in real life. 

‘The Dream Cube’ builds on the momentum of Singlife’s 2024 “Dream” campaign, launched on 1 July with a brand film starring Mediacorp artiste and Singlife brand ambassador Pierre Png. 

Said campaign takes participants through a personalised journey with generative AI technology and webAR with just a few taps on their mobile devices. They answer three simple questions about their views on financial freedom, and unlock a unique, AI-generated vision of their dreams. 

The scenarios are based on the research and insights garnered from Singlife’s first Financial Freedom Index study, conducted in 2023, which showed that Singaporeans feel that financial freedom means being able to retire whenever they want, travel and give back to society, amongst others.

Apart from encouraging Singaporeans to pursue their dreams, this innovative activation reinforces Singlife’s commitment to listening to its customers. By understanding their dreams and aspirations, Singlife derives valuable insights to tailor its offerings and services to meet evolving customer needs.

Debra Soon, group head of brand, communications, marketing and experience at Singlife, said, “Singlife’s ‘Dream’ campaign is about empowering Singaporeans to visualise and chase their dreams. The Dream Cube takes this message to another level, allowing individuals to see themselves achieving those dreams, one which is personalised and unique.”

She added, “We hope this will give them the impetus to plan for their financial freedom and know that their dreams are achievable if they take the right steps and plan with the right data and advice. At the same time, we want them to have some fun with the app and connect with us on a digital platform.” 

Participants can enter “The Dream Cube” by visiting dreamcube.singlife.com. From now until 24 September 2024, the first 5,000 participants will receive a S$20 e-voucher, as well as a Financial Freedom Starter Plan with ideas for solutions to help kickstart their financial planning journeys.

In line with the campaign message, the company also announced its sponsorship of the award winning local film “Wonderland”. The movie tells a heartwarming story about attaining one’s dreams, be it for one’s family or simply the pursuit of a better life. Singlife reaffirms its dedication to partnering Singaporeans in chasing their dreams by finding a better way to financial freedom.

Singapore – The Singapore Tourism Board (STB) and Google will be expanding on its partnership to create more augmented reality (AR) experiences, which will be directly available on Google Maps for the first time.

This partnership with Google builds upon the success of Merli’s Immersive Adventure – an innovative AR tour to six enchanting stops around Singapore through STB’s Visit Singapore Travel Guide app launched in January this year.

As part of this pilot, STB will continue to use Google’s ARCore and Geospatial Creator to develop new location-based AR experiences. 

Unlike before when STB’s AR experiences were made available only on its travel app, these new AR experiences can soon be discovered and enjoyed entirely within the Google Maps mobile app, one of two cities in which these experiences will be available.

Moreover, STB has also onboarded over a dozen other tourism stakeholders in Singapore to join the pilot, who themselves will also develop location-based AR experiences to provide 30 places of interests with AR experiences, creating an immersive journey across key tourism precincts in Singapore.

With this expansion, the AR content will now be visible remotely via Street View on the Google Maps mobile app for a seamless and accessible experience regardless of location. Users near the landmarks can also discover the AR content on their mobile devices by scanning their surroundings using Lens in Maps, as it overlays the physical surroundings in the real world.

The full experience will be available on Google Maps later this Summer. STB plans to further grow the number of location-based AR experiences in Google Maps beyond 30, building on its goal of making Singapore the world’s first “AR City” in Google Maps.

Talking about this latest offering, Eric Lai, group product manager, AR, said, “We’re thrilled to unlock a new way for people to interact, engage and discover Singapore’s vibrant culture and history on Google Maps. Through location-based AR experiences, we’re making it more intuitive for over a billion users to discover this iconic city in a way like never before.”

Meanwhile, Simon Ang, director, The Collaboratory, Singapore Tourism Board, commented, “We are excited to extend our partnership with Google to bring even more immersive and innovative experiences to travellers through AR on Google Maps. This partnership underscores STB’s dedication to testing the use of frontier technologies which can revolutionise the visitor’s experience of tomorrow.”

“This pilot greatly benefits local businesses, who can leverage AR to tell different stories over the same spaces, and have their content discoverable and accessible on Google Maps. It also benefits travellers as it aids their discovery of new places of interest, and enriches them with a deeper understanding of Singapore’s rich history and culture through interactive storytelling,” he added.

Singapore – Google and the Singapore Tourism Board (STB) have officially unveiled the expansion of their augmented reality (AR) guided tour ‘Merli’s Immersive Adventure’ with new iconic landmarks in Singapore.

Powered by Google’s ‘ARCore Geospatial AI’ that can build location-based AR experiences, travellers can now discover and experience more of Singapore’s landmarks virtually at the touch of their fingertips through Merli’s Immersive Adventure.

Merli, Singapore’s tourism mascot, will guide travellers on a tour through six enchanting stops in the popular tourism precincts of Singapore’s Civic District and Chinatown. With just their mobile devices, tourists and residents alike can uncover the country’s historical, cultural, and culinary experience and interact with the nuances of its heritage and modernity.

Tourists and residents alike can now immerse themselves in Singapore’s landmarks and cultural heritage through their mobile devices.

Amongst the new landmarks included in Merli’s Immersive Adventure is Singapore’s first-ever post office, now the iconic Fullerton Hotel, where travellers can send out some virtual postcards to their loved ones.

The expanded map also included the Great Emporium stop, where the life-sized bumboat is brought to life in AR and tourists can learn about the significance of the Singapore River for the city and its people.

Merli also uncovers hidden spots like the Peranakan Tile Gallery, a local Chinatown business that sells tiles salvaged from demolished shophouses. Lastly, the tour includes an AR map for popular food spot offers and must-try hawker dishes at Maxwell Food Centre.

Google and STB share a common vision of helping people explore destinations in more than one way. By leveraging Google’s immersive technology, they were able to lower the barriers of entry and provide an AR map that people can use to travel to destinations without having to be physically there.

Simon Ang, STB director for The Collaboratory, said, “STB actively looks for possible tourism use cases in emerging technologies like Extended Reality (XR). We’ll always be open to piloting new technologies to create novel experiences for visitors and are excited to be working with Google to pioneer this movement.”

Merli’s Immersive Adventure can be accessed through the Visit Singapore Travel Guide app. 

In today’s rapidly evolving digital landscape, harnessing the power of augmented reality (AR) and gamification has become paramount for businesses and marketers alike. These innovative technologies are not just trends; they represent a paradigm shift in engagement and customer interaction. 

Augmented reality bridges the gap between the physical and digital worlds, offering immersive experiences that captivate audiences. By integrating gamification elements into AR campaigns, companies can tap into the innate human desire for competition, achievement, and rewards, driving deeper engagement and brand loyalty.

In this interview, we spoke with Matthew Endresz, the founder and CEO of XRii, to learn more about the company’s vision and mission of gamifying campaigns through immersive technologies, such as augmented reality.

MARKETECH APAC: In one sentence, what does your company do?

Endresz: XRii allows you to create brilliant and engaging campaigns using augmented reality, geo-mapping and gamification, all within your own app. Think Pokemon Go meshed with Groupon! 

MARKETECH APAC: How / why did you start your company?

Endresz: Our journey with XRii began with an audacious belief: the future of customer engagement was on the cusp of a radical transformation, and we wanted to be at the helm of it. We realised that emerging technologies –like augmented reality, geo-mapping, and gamification – were more than just buzzwords. They were untapped resources, brimming with potential to redefine how businesses connect with their audiences. 

But what struck us most was a glaring gap in the market. Companies either needed more expertise to integrate these technologies effectively or found the prospect too daunting and complex. That’s when we knew we had to act. The vision for XRii was born out of a desire to democratise access to these cutting-edge technologies, enabling businesses of all sizes to tap into new realms of customer engagement and revenue growth.

MARKETECH APAC: What is the best thing your company has achieved or learnt along the way? 

Endresz: Within the first six months of going live, we launched five successful case studies. We also participated in the SportsPro Ignition event and received an exceptional reception. This recognition not only validated the hard work and creativity of our team but also reinforced our belief in the significance of our mission. We are more excited than ever about the future and fuelled by enthusiasm, knowing that the best is still yet to come.

MARKETECH APAC: What’s some advice you’d give to an aspiring martech start-up?

Endresz: The start-up landscape is dynamic, and being adaptable is crucial. Be prepared to learn from both successes and failures as each experience holds valuable insights that can guide your decisions and strategies moving forward. Beyond that, my advice to aspiring start-ups would be:

  1. Ensure that it’s driven by passion: Passion is the driving force that sustains you through the inevitable hurdles and uncertainties that arise. It’s what gives you the energy to persist, iterate and continuously improve your offerings. When your start-up is fuelled by passion, it becomes more than just a business venture – it becomes a mission that you’re truly invested in.
  1. Prioritise quality and excellence: In a competitive landscape, quality and excellence are your distinguishing factors. Strive to create products or services that not only meet but exceed the expectations of your customers. This requires a commitment to consistently delivering value. By focusing on quality, you establish trust and credibility in the minds of your customers, setting the foundation for lasting relationships and positive word-of-mouth.
  1. Nurture the finer details: The success of a start-up often hinges on the finer details that might be overlooked by others. Whether it’s the user interface of your app, the packaging of your product or the clarity of your communication – these seemingly small elements can have a significant impact on the overall perception of your brand. Take the time to refine these details and ensure that every touchpoint reflects the level of care and thoughtfulness that you’ve poured into your venture.

MARKETECH APAC: What’s next for your company?

Endresz: We are committed to strengthening our product, with the goal of optimising the value we deliver to both our existing and new clients and their customers. This will position us strongly for the future whether that’s as the ‘go-to’ marketing platform for brand engagement and conversions through interactive solutions in the APAC region or on the international stage. 

MARKETECH APAC: Which other companies do you admire?

Endresz: I have admiration for companies like Apple, Airbnb, Spotify, Disney, Revolut, as well as smaller enterprises such as Vitable. I’m drawn to companies that prioritise design with great intensity. So, Apple’s sleek and user-friendly products, Airbnb’s easy-to-use platform for finding unique places to stay, Spotify’s simple way of discovering music, Disney’s ability to create magical, immersive experiences and Revolut’s modern approach to finance — they showcase the incredible impact that aesthetics and user experience can have in building successful and memorable businesses. Even smaller companies like Vitable show that good design and processes can make a real difference.