Scania and ARROUND launch advertising campaign in augmented realityAutomobile transport 13.09.2019
The Swedish manufacturer of trucks and buses, Scania, has entered into an agreement with ARROUND, which is developing a decentralized advertising network in augmented reality. The companies will jointly launch a project to promote the new S730 premium series in AR.
The Swedish manufacturer of trucks and buses, Scania, has entered into an agreement with ARROUND, which is developing a decentralized advertising network in augmented reality. The companies will jointly launch a project to promote the new S730 premium series in AR. To run their campaign, Scania selected to work with a decentralized platform, which uses augmented reality technology to simultaneously resolve a number of problems in the market for users, bloggers, advertisers, advertising agencies, software developers, manufacturers and suppliers of AR devices.
With the help of the ARROUND app, a new layer of augmented reality layer is visible to the user, in which the environment is supplemented with virtual objects. Details of the joint project involving Scania and ARROUND are currently under wraps, but representatives of the Swedish company noted the success in the uses of non-standard solutions: “The modern consumer has been spoiled by the variety of advertising formats, so it has become difficult to draw his attention to a particular product. However, with the help of AR this problem is solved quite easily. Because of the wow-effect that augmented reality brings to advertising, it was possible to create an attractive, interactive advertising format, which provided a strong emotional contact with the target audience. The ability to integrate the consumer into the advertising message developed strong word of mouth, increasing the effectiveness of campaign: anyone can take a look at our product and share a picture or video with friends on their social networks, which certainly enhances the viral component of the campaign.”
The use of augmented reality technologies also allowed the company to save energy and money, providing users with the most comprehensive and easily digested information about the product, saving them from having to scroll through the volumes of instructions and diagrams that were previously provided with cars as manuals.
In addition to Scania, interest in the project has also been shown by large international companies, including Unilever, Carmex, Magnat, TRESemme, Campari. ARROUND is in the process of developing and implementing pilot advertising projects with these companies.
Scania is the world's leading provider of transportation solutions, including trucks and buses for various operating conditions, as well as a wide range of comprehensive services. With the advent of a new premium series of trucks, the company is faced with the task or providing information to its potential and existing customers in the most simple and efficient way possible. Saving natural resources and time of people who want to get the most complete and easy to absorb information, without turning over the volumes of instructions and schemes, Scania decided to cooperate with the ARROUND platform. Thanks to the technology of augmented reality, exclusively presented on the platform, not only 3D models of trucks will be transferred to it but also the entire information component previously presented in dozens of books and instructions supplied with the cars.
ARROUND is a complete ecosystem that unites consumers, advertisers and AR developers on a single platform. Using the app, advertisers get a radical new way to attract an audience, and users discover a new exciting digital environment. ARROUND will allow business owners to integrate interactive advertising on reserved areas containing a visual marker. When this marker is recognized, the app will display unique content for each user based on their socio-demographic data or search queries.