"intARact" - An ideal solution to make Augmented Reality work in India.

Augmented reality is truly a disruptive tool that provides great brand engagement to consumers. But at the same there are great challenges to make it work in countries like India. With deep understanding of user behavior and technology, we at TELibrahma offer "intARact" - the augmented reality customized for Indian market.

Check out the challenges in AR and how intARact will address those challenges to make it work in India.

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Team TELiBrahma.

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Nitty-gritty of Augmented reality.

Augmented Reality (AR) adds information and meaning to a real world object or place. It is designed to bridge the gap between the reality the user is experiencing and the content. This is done by assigning Meta data to physical objects.

AR takes real object or space as the foundation and incorporates technologies that add contextual data to deepen a person’s understanding of the subject. Contextual data added can be graphics, sounds and any other output format.

Augmented reality is associated with four critical technology needs:

• A sensor device ( To experience a real world object)
• Tracking system ( Optional to track location and orientation)
• Computing power ( To identify the sensed object)
• Information rendering ( as a overlay/ visual representation)

Augmented reality and advertising

Augmented reality enables higher levels of engagement and interactivity with the targeted consumers. When advertising based on AR is delivered through mobile, brands would benefit from the reach, engagement and measurement.

With AR, advertisers can use static objects like banner, print ads and even product displays to deliver personalized information and experience to targeted customers.

Today AR can be used for creating extremely novel and engaging applications without a large budget. These applications can enable interaction with brand, products and characters in compelling ways not previously possible.

However with its cool aspect interaction can quickly go viral and spread exposure with word of mouth, social networking, and link sharing.

In summary AR:

• Enables exciting rich media engagements with targeted consumers
• Brings alive the static hoardings, print ads and even direct mailers by delivering dynamic content on users mobile
• Enable users to experience the products in a cooler way and download coupons, offers amongst other things
• Makes consumers to engage the amount of time they spend with the brand and campaign which not only increases brand recall but invariably leaves a stronger bonding

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Team TELiBrahma.

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Benefits of augmented reality.

User excitement: Augmented reality provides greater excitement to the end users. When users looks at a press ad, a billboard Or a t-shirt etc comes to life on their mobile, it creates excitement and results in great brand recall and word of mouth for the activity. When it’s becoming harder to provide a brand experience to consumers, Augmented reality takes the brand experience to the next level by providing great experience on the palms of the consumers.

Integration with static branding: The most exciting feature of augmented reality is its ability to transform a static brand messages like Print ads, hoardings, posters, banners etc to an interactive one! When a press ad is included with AR the ad can actually TALK to the consumers! Imagine a press ad of the newly launched product talks about the benefits of the product or plays the TVC or provides an option to request for a demo! It will provide a complete new experience to the users by eliminating the clutter and by providing rich and engaging brand experience!

Permission based advertising: Augmented reality is a complete permission based model. It make sure that only loyal and potential consumers are interacting with the brand and thus ensuring the media spillover to a greater extent and register a great brand experience to the potential and serious users of the brand.

Measurement on the media spend: AR helps brands to measure the impact of the communication in a more effective way. It is also possible to measure the total number of engagement, responses, repetitive usages, user participation, downloads from the application, viral effect, participation in survey/feedback etc.

Ensuring Consumers get the message: Augmented reality can deliver great impulse for users to look for targeted communication. Following are few examples on how AR can add value to consumers thus result in great engagement.

• Imagine user pointing his/her mobile at their credit card through mobile AR browser every time they shop to register their usage. This gives a great opportunity to deliver deals available for the users
• Users can easily get the list of deals available to them simply by pointing their mobile to the logo of your retail shop
• By pointing his AR browser @ a mall, a users can easily find out where he can find a pub that serves his favourite beer! Our solution is able to deliver liquor advertising only after users confirm that they are >21 years of age!

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Team TELiBrahma.

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Why mobile adds new dimension to augmented reality?

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5 points to remember for a successful AR campaign.

Right Creative renderings:

The real excitement of augmented reality is in the creative aspect of the campaign. The brilliant creative in AR will create great impact for the campaign since the users are already excited with the augmented reality, and interesting creative will result in the great word of mouth for the campaign. For E.g. Users can see the route map of the nearest dealer for test drive outlet when they point their mobile camera to a hoarding with creative of newly launched car!

Right call for actions:

Even the great creative AR campaign can be easily un-noticed if there is no strong call to action! Users are new to AR and hence it takes a great call to action message to get them engaged with the brand through AR. By providing a great reason for users to interact with the campaign, engagement level with the brand will be great in augmented reality.

Educating consumers:

The success of the augmented reality campaign is also based on the clear instructions and communication about the campaign. With a great buzz for the campaign and clear instruction on how to use the AR can trigger great response and engagement with the brand. Different communication methods like announcements, promoters, digital displays, online, ambient media, social media, mainline promos etc can be used to inform and educate the consumers towards an AR campaign.

Availability on all platforms:

Success of an AR campaign depends on total number of users participating in the campaign. The application need to be made available to different mobile models, various mobile segment etc to make sure there is no disappointment for the users who shows interest towards an AR campaign. When users find that the application doesn’t work on their mobile then it will lead to a negative word of mouth for the campaign.

Distribution:

The distribution of the application plays a major role in determining the impact and success of the AR campaign. There has to be many distribution channels for the application for greater reach rather than single window delivery. BluFi can be a great medium to deliver the app to millions of users across India. BluFi can deliver the application to users by detecting different mobile models via bluetooth which is a easy option for the end consumers. Users should also be provided with other options to download the application through SMS / WAP or the website of the brand.

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Team TELiBrahma.

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Nike presents India’s first print campaign with augmented reality.

With the launch of the Nike Sportswear collection, Nike India wanted to integrate innovation with the launch campaigns in November 2009. The campaign features famous sports personalities and also the emerging ones in Nike Sportswear collection.

Telibrahma partnered with Mindshare Digital and Nike to provide a first of its kind experience to readers. The idea is to bring the static press ads in to life with augmented reality (AR) which is an emerging technology in mobile space.

Famous magazines like Blender, Femina, Garzia, Man’s world, Maxim, M-magazine, and Marie Calire have hit the stand this month with Nike Sportswear ads featuring unique AR codes. Users can download the Nike application just by texting NIKE to 56006. The AR mobile application was also been delivered to users via bluetooth in BluFi locations across India. There were multiple press ads featuring different sports stars and when users point their mobile camera to an advertisement with the code, animated content featuring the sports personality and products featured in that particular ad was displayed along with the details of other products in the Nike Sportswear collection!

This was the first time in India that a print campaign has an augmented reality feature in it. Augmented reality made it possible to transform the static press ad in to an interactive one!

Experience the Nike AR campaign on your mobile here.

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Team TELiBrahma,

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HSBC India brings “augmented reality” in to reality!

Visitors of HSBC bank branch offices in Mumbai was taken by surprise with a first of its kind and innovative experience from HSBC, a brand which is known for great customer experience and innovation.

Select branches in Mumbai were enabled with BluFi and a HSBC AR application was delivered to users via their mobile bluetooth at zero cost! Unique AR codes have been printed in different collaterals like leaflets, posters, banners etc along with a call to action communication to download the application and experience augmented reality on their mobile. The entire campaign strategy and execution was handled by TELiBrahma.

Users were excited to see animated and interactive content on the different promotional offers on HSBC premier and platinum cards popped up suddenly when they point their mobile camera to the respective codes! An innovative technology with exciting and relevant content created a great buzz for the activation.

You can experience the HSBC AR campaign on your mobile here and on the web here.

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Team TELiBrahma.

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