Commbank release augmented reality property app, a world’s first in iphone 3D readers
With an exponential growth in mobile Augmented Reality (AR) apps worldwide giving us simple and interesting interactions, Commbank have redefined interactive with a world’s first in their 3D reader released this week.
WATCH
Using the iPhone to trigger 3D animations seamlessly from printadvertising, Commbank illustrates how their Augmented Reality propertyapplication can assist in finding property information in a contextualcamera view from several triggers all at once.
The concept developed between Commbank, IKON and Explore Engage hasa bank character called “Paul” walking you through the experience andintroducing you to a whole interactive suburb called Cherryford Hill.Yes a whole suburb, not just a single 3D model of an interactive house.
This is a world’s first and a new worldwide benchmark in mass mediacampaign’s in AR utilizing a number of markers integrated into the onecreative piece to trigger extensive 3D animations and interactions. Thebreakthrough Augmented Reality app is also an Australian first print tomobile execution. Definitely this is a great breath of fresh air in thefinancial markets communications with a greater human and visualizationelement rather than plain numbers.
Paul Kouppas the CTO ofExplore Engage stated “this app has superior 3D interactive qualitiesand the investment Commbank made can be used ongoing as we refresh thestoryline and characters in the app. The application had its challengesas a number of elements had not been tested before however we are proudto deliver a great interactive and robust experience that is definitelybest in class”.
Looking towards the future, Explore Engage ismerging this concept with social media, competitions, gaming, pollingand other interactive features that truly grip the target audience,gather data and provide effective integration of media investmentacross multiple platforms.
11 Comments
Why?
So i have to download an app so i can be taken to a wonderful cba bank land. Sounds great, like pulling teeth.
This is a world’s first because everyone else first thought, hmmmmm will anyone actually give a crap.
because.
Why indeed.
This is the best example I have seen of adoption of technology for no fucken reason at all.
Why the fuck would I want to point my phone at a print add to see a shitty animated 3D world….
Why? Because digital is now a box on a media plan and you have to fill it.
LAME
That’s a lot of effort for a shitty box on a media plan.
The part I love the most is that I have to download their “viewer app” first to view the ad. I’ve never been so pumped about a bank advertisement, I’m going to take time out to search the app store right now.
I don’t understand why it needs to be an AR app. It could have just been a regular print ad with an added call to action to download a utility type app. The AR just doesn’t add much to it.
Augmented Reality is almost as fucking lame as thumb rings.
Wankers.
Q. Above comments from non-digital people?
A. Maybe they are interested in the fact that thousands of people downloaded this app…so kind of hurts the lashings that no one will care.
“It could have just been a regular print ad with an added call to action to download a utility type app. The AR just doesn’t add much to it.”
I think Campaign Brief would be wise to run a case study to suggest to ill-informed anonymous writers that the following are reasons why AR specifically was involved here:
1. We can tell you how many people really read the newspaper ad…can you tell me otherwise?
2. We can tell you how many people interacted, how long, what they interacted with and what sales referrals we gave? In this case very good results…do your current plain newspaper ads give you this exact information?
3. We can even tell you where exactly people activated the app…can your current newspaper ads do that – without AR?
There are a few of misinformed readers out there with time on their hands to write ridiculous anonymous comments without making enquiry. Some others have taken time to call us 🙂