Tag: Augmented Reality

Hong Kong – Everything has gone virtual this pandemic, and TUMI, the luxury fashion brand, has also joined the lot but with an innovative spin – it launches its first virtual experiential store. 

The store is debuted first in Asia Pacific and the Middle East to launch its Spring 2021 collection. The store uses 360° 3D and AR implementations to give customers an immersive and enhanced omnichannel experience. 

The store is a perfect simulation of the physical store, with products neatly displayed around the store. Displays are interactive, where each one can easily be tapped to display essential information. TUMI has also made purchasing easier with an option to directly shop for the product or opt to contact sales associates to book a personal virtual shopping experience.

Further, TUMI maximizes the online-to-offline experience by connecting the virtual store to its other shopping channels via the Chat & Shop function. 

The brand said the virtual store is a “dynamic storytelling medium.”

“Ushering in a creative new age of digital retail that connects fans with the brand like never before, the TUMI Virtual Store is a dynamic storytelling medium that inspires customers to embark on a journey through thoughtfully designed interactive touchpoints and activations,” said TUMI in a press release.

To make the virtual experience more enjoyable and interactive, the brand has also installed a few fun ‘activities’ such as its ‘Magic Mirror Selfie’, which is usually available in offline stores, allowing one to take a three-second video selfie where visitors are able to enjoy it appear on the mirror before downloading the video file. Visitors can also play and be directed to its ‘Perfecting The Journey’ Instagram and WeChat Game by scanning a QR code viewable in the store. The game involves racing through a forest and across the city and controlling the player’s vehicle using facial movements to collect favorite TUMI bags while avoiding obstacles along the way.

To fully anchor the online and offline experience, TUMI said those visiting the physical stores in the region can explore the TUMI digital landscape via in-store kiosks. 

Together with the launch of the store, the brand has also run another first – its pilot regional live stream, similarly for customers in the APAC and Middle East region to introduce the Spring 2021 Collection, which is said to especially focus on an environment-friendly product line, using sustainable materials for its bags and luggage.  

Sydney, Australia – Popular chip brand Doritos has worked with RYOT Studio, the branded content division of media company Verizon Media, in bringing the ‘Doritos Quest’ game, based on augmented reality (AR), to the Australian market.

The ‘Doritos Quest’ is an AR game where players must hunt around their local area to collect all four virtual ‘PlayStation Shapes’ in order to win the highly coveted PlayStation®5 Console prize. There is also a pool of instant-win rewards up for grabs including free packs of Doritos. 

The digital experience is developed by RYOT Studios, which combines virtual objects known as ‘Vatoms’ with augmented reality and blockchain technology to bring the digital experience to life, providing access via a mobile-only website for players Australia-wide. 

“RYOT Studio is all about delivering new, innovative ways of storytelling to build brand love. ‘Doritos Quest’ follows the trail of strong demand we’re seeing for our next generation of AR formats as more brands look for exciting ways to tell their stories and connect with new audiences,” said Zoe Cocker, head of brand at RYOT Studio ANZ.

“This campaign not only allows users to interact with a brand in their own physical world but also drives tangible sales results here in Australia. It’s a great example of how RYOT Studio creates new ways of engaging with consumers and innovative experiences that connect with them on the path to purchase,” added Cocker. 

In an exclusive statement to MARKETECH APAC, Cocker shared that the rise of AR-related campaigns have profound impacts in the behavior of consumers and eagerness among marketers in creating campaigns of their respective brands.

Zoe Cocker, Head of Brand at RYOT Studio ANZ

“For consumers, we know that the need for this is already there. Attention has never been harder to grab and consumers are itching for new ways to interact with brands that offer a higher value exchange, better personalization and interactivity. For marketers, this partnership shows how mixed and virtual reality has evolved away from being expensive and difficult to execute, to a valuable and scalable format that helps brands achieve higher attention/recall,” Cocker shared.

Cocker also mentioned of the vitality of AR-related campaigns to the food and retail industry, especially in the quick service restaurant (QSR) industry, to which she stated that the next big format in campaigns of the future revolves the question “how does the overlay of a digital experience enhance the user’s real world?”

“It’s important to note that AR has many different uses, whether its gamification, utility or even education. Technology alone won’t make something successful and we don’t believe in just using it for the sake of it. At RYOT Studio, we offer incredible technology solutions that are matched with unparalleled storytelling and filled by our first-party data insights. Those insights fuel the idea which enables us to bring immersive formats to marketers in a way that is accessible and scalable and relevant,” Cocker explained.

This is not the first time RYOT Studio has involved itself in creating AR campaigns. They have worked with concept store Officeworks in creating an AR Christmas campaign centered around a virtual Santa Claus, as well as with the Australian arm of news site HuffPost in relation with the National Aborigines and Islanders Day Observance Committee (NAIDOC) Week observance, where they created an art experience about the Migaloo whale migration.

Global campaign reel of the ‘Doritos AR Quest’ by RYOT Studio

‘Doritos Quest’ is part of a wider global campaign being featured in international markets including Belgium, Ireland, the Netherlands, Spain, and the UK. 

Sam O’Donnell, brand manager of Doritos at PepsiCo, stated, “We know Doritos fans are always looking for bold new ways to enjoy themselves and we wanted to encapsulate that in a tangible gaming experience. RYOT Studio has been imperative in enabling us to bring this vision to life and we look forward to seeing Aussies engage with Doritos like never before.”

Sydney, Australia – The Billy Blue College of Design at the Torrens University in Australia has tapped creative agency SomeOne, media company VCCP, and augmented reality (AR) specialist Unbnd to creating an immersive augmented reality experience in reimagining how prospective students engage with the college when considering where to study.

A demonstration of the Billy Blue College augmented reality experience.

Students wanting to learn more about the school’s courses in Branded Fashion, Interior Design, Graphic Design, and Photography, among others are invited to visit and experience the Billy Blue College of Design at Torrens University Australia’s Start Your Adventure web-based Augmented Reality (AR) experience.

The AR experience is a step further to the college’s stance on  the traditional college course guide, as Tom Dabner, creative director at SomeOne, describes the AR college guide experience as a ‘world first’.

“As far as we can see, this is the first of its kind in the world: a unique experience that showcases the increasing convergence of design and technology and allows users to explore the range of design and creative technology courses on offer at the College,” Dabner stated.

Through the AR experience, students can also explore a Branded Fashion studio, see an Interior Design concept showroom come to life, and witness the skills honed in Communication and Graphic Design. Each zone features a selection of work from students past and present who have gone on to do needle shifting work across industries.

“Through insight and ideation workshops with more than 100 collaborators, including current students, staff, and agencies, it became very clear that one of the best ways to engage with people was to show them what was possible if they study with us at Billy Blue,” said Paul Brafield, general manager of design and creative technology at Billy Blue College of Design at Torrens University Australia.

Meanwhile, Beth Duddy, CX director at VCCP, described that advertising through AR is on the ‘cusp of a boom’, expected to grow from US$5.1B to US$198B by 2025.

“It offers a much more immersive and emotive experience that really captures users’ attention in a memorable way. It’s really exciting that we can play in the field, and potentially grow the experience in the future,” Duddy stated.

Students can activate the experience by scanning QR codes placed in ads across Sydney, Melbourne and Brisbane.

As of this writing, more than 7,000 people have participated in the experience, which can be enjoyed both on Android and iOS. Users activate the experience by scanning the QR code printed on the Billy Blue course guide, visiting the AR experience’s website, or from multiple advertising billboards of Billy Blue placed across Sydney, Melbourne, and Brisbane.

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Kuala Lumpur, Malaysia – Social media engagement agency Fotobox has announced its new immersive division ‘Conten.T’, short for content technology, to bring digital engagement offerings to retailers.

Conten.T will stride into immersive technology productions, which include augmented reality (AR), virtual reality (VR), mixed reality (MR), gamification, and mobile-based technology to help brands create experiences to reach consumers at home, especially relevant following the COVID-19 pandemic.

Fotobox’s Conten.T has expanded the brand portfolio it has worked with for immersive ad experience, including brands such as Korean beauty brand Mamonde, sportswear Adidas, Coach, Gucci, Calvin Klein, Ferragamo, Hendricks Gin, and Scotch whiskey brand Glenfiddich.

“Having predicted a growing trend in immersive technology even before COVID-19, the adoption of immersive exploration was accelerated by the shift of digital-centric consumers largely caused by the pandemic. The launch of Conten.T has proven to be a step in the right direction as industries are beginning to see the increasing need to craft their own experiences digitally,” said Jason Ang (pictured), founder, and managing director for Fotobox.

For instance, collaboration with Mamonde’s revolves around the creation of a virtual retail experience by allowing users to enter a hyper-realistic virtual environment just by scanning a QR code. Within it, one can explore featured rooms and learn about the brand’s products besides chancing upon surprises in a few corners for users to redeem prizes and free samples. By partnering with an e-commerce site, consumers have the option to add products to buy.

Hendricks Gin partnership with Conten.T for immersive experience.

“This is all experienced through mobile phones – no apps, no downloads – just scan a QR code and experience through your mobile browsers, and customers have access to this in the comfort from their home,” Ang commented.

With Adidas meanwhile, Conten.T’s latest work revolves around AR, which allows customers in Adidas’ largest brand center in Malaysia to experience the athletes on the move on an AR journey that leads one to the store at Pavilion Kuala Lumpur.

Sportswear brand Adidas’ immersive experience partnership with Conten.T

“It is an exciting time for brands to steer into digital experience – not just on the grounds of the shift in consumer behavior but also in reference to the accessibility to technology. Fotobox believes that when one door shuts on physical retail, another opens into a new digital world; one that can reach today’s tech savvy consumers in an impactful, emotional, and interactive way,” he added.

Fotobox’s presence expands beyond Malaysia, including Singapore, South Korea, and Hong Kong, with brands ranging from fashion retail, beauty and cosmetics, the fast-moving consumer goods (FMCG) and other consumer-based industries.

“Digital & Hybrid experiences are here to stay, we aim to become the technology partner every brand needs to venture into offline and online immersive engagements in SEA and APAC, as more and more younger, tech savvy consumers don’t want to be advertised to. They want to be part of the brand experience.” Ang concluded.

Singapore – As part of the board’s ongoing SingapoRediscovers tourism campaign, the Singapore Tourism Board (STB) is partnering with American augmented reality (AR) technology company Niantic to promote and support local businesses through the game Pokémon Go.

Pokémon Go, which is known as an AR-based game, will allow players through this strategic partnership to discover tourism establishments and lifestyle offerings. Throughout the game, players can capture Pokémons and visit newly-placed virtual PokéStops and Gyms, amounting to 300 of them, across tourist spots in the nation.

Once players visit these PokéStops and Gyms on Pokémon Go, in-app STB ad campaigns will appear and take users to a microsite, describing all offerings and promotions of STB through various partner tourism establishments. Furthermore, the game encourages walking around and discovering other local business establishments and nearby precincts. 

“We are excited by this collaboration with Niantic, which allows us to connect with the passionate community of Pokémon GO players in a fun and innovative way. As they pursue their favorite Pokémon across Singapore, we hope players will explore our precincts, discover hidden gems, and support local business – while staying safe and observing the necessary precautions,” Lim Shoo Ling, STB’s brand director stated.

Gary Chang, APAC business development lead at Niantic commented that “Our strength is to influence people to walk physically from location to location, and we are hoping to utilize this to encourage people to explore different parts of Singapore in-depth and boost domestic travel needs.”

There are future plans in this partnership to host Pokémon GO special Raid Battles in some partner areas to further boost local business tourism in the country.

Malaysia – In its continuing foray to integrating augmented reality (AR) into their marketing projects, local-based digital marketing agency Webqlo announces a new Instagram AR filter for Taiwan Excellence, a movement that promotes Taiwanese products and services.

The Instagram filter is developed in line with Taiwan Excellence’s “#EverydayExcellence Selfie & Win” contest for Malaysian participants, and encourages users to use the filter, share it on Instagram and Facebook to grab a chance to win prizes from the contest holder. .

The contest promotes engagement on Malaysian users to look into the promotions of Taiwan Excellence, including Taiwanese products, services and businesses.

“We’re very excited to work with them to launch this #EverydayExcellence contest as a new way to engage with their audience and also to try out AR, which is new to the brand. This is inline with the brand’s focus on innovation and response from the audience has been very encouraging as well,” Cherrie Koay, head of digital for Webqlo stated.

Koay also added that brands are increasingly investing in interactive strategies like this in a way to create more engagement in a digital aspect.

“Interactive experiences like AR and VR are fast becoming an integral part of social media marketing, especially during this pandemic. We’re seeing a lot of brands investing in AR and VR to engage with their audience in more immersive and interactive ways digitally. From launching fun branding filters to offering experiences that are typically only available in-store, brands are leveraging on these technologies to blur the lines between the virtual world and the real world.  These new technologies are definitely here to stay and will change the way we consume social media,” Koay said.

Webqlo has also worked with other AR-related projects before, including brands such as South Korean cosmetics brand LANEIGE and ZA Cosmetics.

Kuala Lumpur, Malaysia – Beer brand Tiger Beer in Malaysia is diversifying its stance in the Malaysian market by hosting a virtual food festival, which will open on the 6th of November.

Promotions are the first in the upcoming festival, as the beer brand is offering limited editions of their branded chopstick set. Particular brand purchases on coffee shops, local food stalls, supermarkets, and convenience stores get customers a chance to avail of the limited product offer.

The highlight of the event includes online users who can enjoy a virtual experience ‘exploring’ the virtual streets of Penang and Klang Valley. Users can also customize their avatar, likened to role playing games (RPG). Aside from the virtual experience, users can also join online activities and games to win rewards, including Tiger Beer’s Crystal Can beer.

For users that are within the physical location of Penang and Klang Valley, users can order festival-exclusive street foods and enjoy complimentary serving of Tiger Beer.

The festival will run throughout Fridays, Saturdays, and Sundays of November this year, as festival doors will be open from 11am to 9pm.

Singapore – Software development and technology services firm RADX has launched its first-ever licensed virtual reality (VR) expo platform, and is first used in Smart ConnecTech Asia 2020 in Singapore.

The recent platform launch is in response to offering flexibility and scalability in launching trade shows, conventions, or conferences for exhibitors and attendees, especially with social distancing restrictions brought by the global COVID-19 pandemic.

Users may set first their own avatar in the virtual platform, just as role-playing games (RPG) do. Within the virtual environment, users can enjoy interaction with other users and exchange name cards, chat or call via voice or video call. Furthermore, attendees may also attend live webinars and their respective open forum parts.

On the other hand, conference exhibitors can also launch virtual trade shows within the virtual platform, with integrated company branding. Exhibitors can also experience integrated lead generation for their exhibits, both on email and social media marketing strategy. The platform is also licensed under a service type platform (SaaS), which means organizers can set up their conferences efficiently and can run up for weeks.


“While the global events and exhibition industry has taken a hit due to the COVID-19 pandemic, exacerbated by the closure of borders and restrictions in travelling, as well as social distancing requirements, the use of virtual reality in such events can help businesses in ensuring the continuity of their operations. This makes RADX 3D VR conference an innovative tool for collaboration with every customer and partner, without sacrificing the visitor experience,” Rob Chong, founder and CEO of RADX said.

Sydney, Australia – Tech giant Microsoft recently signed an exclusive deal with Australia-based immersive media company Imagine Room to launch the first Mixed Reality Capture studio in the country.

With features that include 106 cameras to capture holographic and 3D-video performance, the studio establishes immersive experiences for virtual reality (VR), augmented reality (AR), and spatial computing. Furthermore, the studio’s capabilities also host applications that are suitable for modern capture of human performance, which can be used for brand marketing applications.

For Paul Wiley, chief operating officer at Imagine Room Group, the recent collaboration means solving the issue of providing more authentic human experiences in terms of storytelling and virtual engagements.

“Our Microsoft-powered stage will move the needle in terms of how Australian producers think about shooting content and storytelling. COVID-19 made virtual engagements and platforms ubiquitous and Volumetric Capture solves many long-standing problems associated with adding authentic human performance into these environments. We are currently collaborating with cross-sector businesses and taking pre-bookings ahead of the studio’s launch at the end of year,” Wiley said.

David Whitaker, executive chair of Imagine Room Group added, “This agreement with Microsoft opens up significant opportunities for partnerships from enterprise training to film production and content marketing. We see massive growth potential across mixed and virtual reality headsets, mobile-first activations, 5G-powered browser AR, and immersive media production. Our unique studio will be a massive boon for the Australian content sector.”

First launched in 2018, Imagine Room aims to provide interactive media partnerships across Australia by means of their AR/VR immersive content and platforms.

https://youtu.be/ykwL0RoZM_8

“We are delighted to partner with Imagine Room to bring this technology to the Australian market. Paul and his team really impressed us with their vision for the future of content production. We share their passion for volumetric content and immersive experiences as a means to engage and connect people more deeply,” Steve Sullivan, general manager of Microsoft Mixed Reality Capture Studios stated.

Singapore – Virtual tour software company Matterport announced its new partnership with Singapore-based real estate agency ERA Singapore to test out new cost-effective ways of providing 3D virtual tours of properties.

With the recent partnership, ERA Singapore’s ongoing push for virtual home viewings will be integrated to Matterport’s “digital twin” feature that allows a more comprehensive and prospective view of the property through 3D walkthroughs, proximate measurements, and understanding of the property’s flow and space.

ERA agents may have the option of scheduling with a Matterport agent to scan the property and render the model in 24 hours, or agents may scan the property themselves using Matterport cameras. Aside from that, ERA agents will have the chance to be up-to-date on materials and training on virtual technology focused on real estate marketing. Through these webinars, ERA agents can learn how to use highlight reels and auto-generated multimedia that can be shared with prospective clients and on social media.


“We’re excited to be partnering with ERA as a key part of their virtual strategy. Matterport technology will open up new levels of engagement for clients anywhere in the world at any time. The current situation globally has shown how important and impactful 3D capture technology is, and with forward-thinking real estate companies like ERA leading the charge, digital twins are quickly becoming a standard in real estate,” said Bruce Wells, managing director of Matterport APAC.