The changes occurring in the world of marketing force marketers to use new approaches to keep up with trends. On one hand, one could argue that the approaches of the past have successfully carried out the tasks they were assigned. But on the other hand, it is also true that they cannot keep up with the digital revolution and modern brand-consumer connection. Now, the experience that moves audiences should be characterized by excitement and involvement. They want to create stronger connections with brands and be part of the story.
This boosts a revolutionary shift in marketing communication: a leap into a world where things are more real than they are, and which allows the chance to play and explore like never before. Through modern AR advertising, a revolutionary technology that is set to change the relationships between brands and their customers as we know it. It is more than just conveying information. It is a technique to enables users to glance through a breathtaking environment and create a deep relationship with customers and a new level of engagement.
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Why has AR become so popular and what is its potential?
Augmented Reality as well as Virtual reality is no longer a trend from our science fiction books but a very real powerful technology. Augmented reality used to be a cutting-edge technology that was virtually contained in a handful of isolated research laboratories and gaming enthusiasts. However, it witnessed a huge expansion into mainstream consumer markets in recent times. The availability and widespread use of smartphones transformed Augmented reality into a powerful tool that can be used daily without requiring consumers to have access to some intricate expensive technologies. The flood of accessibility has enabled a diversity of alternative applications that are particularly attractive for advertisement and promotional goals.
The underlying reason for AR’s disruption potential is its inventive power to present more real-like actions than conventional advertisements. Augmented reality, however, goes far beyond an endless flat screen, instead immersing individuals into a fully realized three-dimensional world. Herewith, customers are immersed in the brand universe, which has no comparison to the conventional advertising methods.
Moreover, this is also a new innovative method to connect directly with consumers, not only just entertain them. Augmented reality allows companies to receive information directly from consumers when they interact with it. Thus, advertisers can create more personalized (through the use of this data) advertising and improve its effectiveness. While AR technology progresses along with its integration, there is no doubt that it can shake the foundations of the advertising industry soon.
A Tale of Two Worlds: Traditional Advertising vs. AR Advertising
The advertising environment is nothing else than a battleground, in which brands constantly fight to acquire the ever-scarce clients’ attention. For years traditional advertising methods did well at reaching the vast majority of potential customers. However, they are confronted with a rising number of obstacles in the days of modern technologies. So, what are the drawbacks of conventional advertising and how do they open new possibilities for AR advertising?
Traditional Advertising: Facing the Walls of Limited Engagement
Traditional advertising is ads that we come across every day such as television commercials, print advertisements, billboards, and online banners. While these methods can still reach a wide audience, they often suffer from several limitations:
Passive: Conventional advertising leans on the one-way communication model that is the background of the media you are consuming. The consumers passively read information from the billboards or TV screens and there is generally lower engagement and retention.
Information Overload: The number of advertisements that a person sees every day is not dozens or hundreds of ads every day, it is counted in thousands. Thus it might lead to ad blindness which causes people not even to mention ads or pay attention to their content.
Limited Interactivity: Traditional ads are pretty straightforward, most of them just highlight the main benefits of a product, however, giving little opportunity for viewers to discover the products in detail.
Difficulties in Measurement: Measuring the efficiency of traditional advertising is a difficult job, and such indicators as (ROI) and others stay the big unknown for marketers.
AR Advertising: Stepping Through the Portal to Engagement
Augmented Reality marketing stands out much more than any other approach. By leveraging the power of AR technology, brands can create immersive experiences that break down the barriers between the consumer and the product:
Immersion and Interactivity: Augmented reality is designed to transfer products from screens into the real world and let users take a closer look at them in 3D.
Memorable Experiences: Unlike the flat and two-dimensional experience of most traditional media, the immersive power of Augmented reality provides users with a lasting effect that is often unforgettable. The AR experience is highly likely to be remembered by them, whilst a commercial can only be a passing thing.
Detailed Data Collection: Augmented reality provides a possibility to develop valid information on such traits as user experience inside the virtual world. The information can then be utilized to create bespoke ads and to fine-tune marketing campaigns.
While traditional ads are still dominating ones on the market, AR advertising is a new method that can encourage involvement, build emotional connections with a brand, and get real-life experiences. Augmented reality technology is still at an early stage, with a lot of room for improvement. Will it become a leading technology in marketing is not clear yet, but the results of marketing campaigns speak for themselves. Let’s look at the examples of brands that have already used the power of Augmented reality.
Coca-Cola Zero Sugar: #TakeATaste Now Campaign
Coca-Cola’s Zero Sugar #TakeATaste Now campaign provides a vivid example of how the possibilities of AR engagement can be harnessed within the traditional advertising context. This unique campaign, launched firstly in the UK, produced with Digital Out-of-Home (DOOH) + Augmented Reality (AR) brought in consumers who are likely to stay longer in one place.
The campaign used large-scale DOOH screens, one of London’s biggest ones that were displaying Coca-Cola Zero Sugar bottles. Here’s where the twist comes in: The audience was not only viewers but participants in those advertisements. By scanning a QR code with their smartphones, the guests could have the opportunity to directly interact with the LED screen in real time. This interactive feature gave viewers (who in normal cases wouldn’t be much interested in DOOH advertising) an engaging look, interactive experience, and participation.
Viewers could also scan a QR code that awarded them with both a digital bottle of Coke Zero on their phones and a voucher to claim the real thing in a nearby Tesco. This also boosted sales because it eventually swayed the hesitant buyers to make their purchase and in the long run led to increased sales.
The #TakeATasteNow initiative demonstrates how Augmented reality assists in transitioning the formats of conventional ads into modern and unforgettable ones. Through the innovative strategy that allows customers to be engaged, Coca-Cola Zero Sugar managed to attract the audience and build a stronger connection with people.
Guess Eyewear: A Case Study in AR Advertising Success
The Guess Eyewear campaign becomes a winning case which shows that Augmented reality is a tool for making the audience more aware of the brand and increasing engagement. Targeting users aged 18-34 interested in fashion and design, the campaign was carried out in five countries: Italy, Spain, France, the US, and Germany.
The campaign applied modern AR Try-On technology and provided clients with an exclusive opportunity to virtually test out the new Guess glasses shopping at home. With the introduction of an interactive element, there was both higher engagement of the viewers as well as a benefit to explore the products.
The results were impressive. The campaign experienced a large increase in the use of Virtual Try-On (44%) and Interest generated via 3D (13%). Moreover, the average dwell time consisted of an average of 19 seconds, a remarkable figure when compared to the average viewing rate.
The Augmented reality application here illustrates the role of new technologies in bringing in user interest, product trials, and eventual brand success.
Toyota Crown: Redefining Car Shopping with AR
The campaign, launched in partnership with Yahoo, transcends the limitations of traditional media by bringing the Toyota Crown directly to consumers’ homes. Through a captivating Augmented reality experience, users can explore the car from every angle, virtually taking a 360-degree tour, peering into the driver’s seat, and even experiencing a simulated drive – all from the comfort of their garage or driveway. But the experience goes beyond aesthetics. Educational hotspots embedded within the environment provide detailed information about the Crown’s features and functionalities, empowering users to make informed decisions.
The strength of the campaign is not only in the thrilling experience but also in its long-term impact. The alliance with Yahoo that Toyota has formed, allows a full spectrum of digital marketing arrangements while providing customers with many useful insights. In addition, the data collected during this experience about color preferences as well as the important features provides Toyota with amazing data to personalize the next round of marketing strategies.
Therefore, the Toyota Crown Campaign is an awesome demonstration of the growing influence of Augmented reality in the automotive sector. By combining product messaging with captivating customization, Toyota establishes an innovative and immersive shopping experience that now is a symbol of car shopping. This initiative will change the future of car buying as well as dealerships will no longer be the only place where car buying will be done but an interactive experience that will unfold from the homes.
