SMG Red creates augmented reality app for Kia
Seven’s brand integration unit SMG Red has created an augmented reality mobile app to show off the features of advertiser Kia’s Optima car.
The announcement:
Sydney, Australia, 24 January, 2011 – SMG RED is revolutionising advertising with the creation of an augmented reality phone application as part of KIA’s sponsorship of The Australian Open 2011 with broadcast partner Channel Seven and online via Yahoo!7.
The application which can be downloaded on iPhone and Android, uses augmented reality technology to bring a 3D animation of the KIA Optima from the television screen onto the mobile phone, enabling consumers to experience the car’s features in a fun and interactive way.
The KIA Optima application is believed to be the first time augmented reality has been used in Australia in an advertising context, using broadcast television, online and print media.
Josh Martin Integration Manager for SMG RED said, “We’re excited to be delivering unique and innovative technology and we see this as an excellent opportunity for advertisers to reach their audience through new and creative media and platforms using SMG RED”.
SMG RED, Seven Media Group’s integrated media arm created the 3D animation, in partnership with Initiative Media and mobile developer Mnet Group, which provided the technical innovation and delivery of the augmented reality application. The application is triggered by pointing a phone’s camera to the KIA logo on screen, allowing users to interactively select and compare the car’s available colours, view specifications and turn the lights on and off.
“At KIA we are continually looking to develop innovative ways to connect and engage with people. It’s fantastic that we were able to launch this project to coincide with the Australian Open and hope that people get excited about the ever growing options available to them to engage with brands,” said Gerrit Walters, Brand and Advertising Manager, KIA Motors Australia.
The augmented reality application extends across Channel Seven’s Australian Open broadcast coverage, Yahoo!7 online and New Idea Magazine. The animation will continue to play once the phone has been moved away from the KIA logo, giving users time to fully experience the features.
Source: Seven Media Group press release
Neat idea, but will people really be that stoked that it’s just an ad? Why not find a way to enrich your targets lives somehow with augmented reality, rather than just spruiking your product. Like a car park finder that works in real time or something.
It’s like Vodafone. Perhaps spend LESS money on that Power Pinata piece of crap, and more on data encryption of your customer’s details.
Substance still matters. KIA could really impress people by creating something useful. If I want to see a car in 3D, I can go to a dealership. I could probably get to one before the app downloads too.
And just for the record, If I’m going to look at something in 3D, I’d prefer it was Christina Hendricks and not a KIA.
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Hi D1CKO,
Great taste in women – faultless. We are happy to serve up your preferred 3D content too…you may be interested in a fancy, attractive AR “fashion parade” in your own lounge room showing latest designs and linking to an m-commerce opp, or maybe you fancy a dance with her and will be inspired to tap the button to order dancing lessons/movie ticket competitions/product coupon for her amazing hair color 🙂 ?
Respectfully we would like to take you up on a race: “download v run to dealership” (from your current desk position) and the loser can do a nudie run along Oxford St next Saturday night 🙂
You are very right with other ways to utilise AR from TVC or in-program by facilitating, “booking a test drive” – navigating to your nearest dealer – even playing a tennis/human game with the logo or an AR safety driving course…extend and deepen the engagement level of your regular TVC/in-program offering…with your target audience.
The fact remains though we are glad to say, KIA have broken through to be the first company to marry/bridge multitasking Australians (mobile browsing and TV watching) and open the garage door to this handy and cost effective extension to TV and print investment. Get on the phone to us to find out more or watch this space to see others jumping on the opportunity.
Cheers,
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