For my essay, I decided to just focus on augmented reality apps as the topic of VR, AR, 360 videos and holograms is too big of a topic in only 1,500 word essay. I have always been fascinated most with augmented reality as it is used in all different mediums and less overwhelming than virtual reality.
In my easy I will be focusing on topics of play, utility, ownership and changing the world. I have found different examples of augmented reality advertising which highlights these different themes.
It is important to note that some of these augmented reality advertising clips feed into more than just one of the categories however I am only using these as examples to back my points in each of the themes surrounding play, utility, ownership and changing the world.
Play
Why does this advert work?
- Create an interactive shopping experience
- Searching for the right product as well as searching for the prize in the treasure hunt
- Plattar’s products are associated with new and upcoming trends like its use of technology.
- Invited people to interact with the app and so interact with the store
- More fun than a sign outside the shop to entice people to come in
- Winning a price is an incentive for people
Why doesn’t this advert work?
- Not all demography will be interesting in interacting with an app
- People who want to buy products don’t always have time to interact with this new tool
- Are the visuals in the augmented app actual products they sell?
Why does this advert work?
- It is fun, excites consumers about the product.
- Interactive to view the car close up when scaled large
- The different climates of the road is inclusive to all areas of the world.
Why doesn’t this advert work?
- Games doesn’t apply to all demographies. This appeals to a younger consumer who associates cars with games.
- The consumer who likes games and more likely to be younger does not have the fees to buy this sort of car.
- Nothing beats the physical feel of a car. Test drives are not the same as a game.
Utility
Why does this advert work?
- Test the furniture inside your house before buying – Try before you buy
- Test the aesthetics visually to match furniture in your house
- Appears quite easy to use.
- Real time, instant gratification, instant feedback
- There is no sending back/hassle
- Better than a catalog
Why doesn’t this advert work?
- You can’t feel the furniture – Parts of the shopping experience
- Digital colour isn’t an accurate representation of the product in real life
- Can’t check the comfort, purely on looks which makes this superficial.
- Ikea is well known for going to see the display/shopping experience – food, children play area.
- You only buy what you think to but IKEA physically you are enticed by other products you wouldn’t know otherwise.
- Shop displays make it look appealing, someone house might not allow a product to look so good.
Ownership
Why does this advert work?
- Looks real
- Real life perspective for the consumer – seems like they have them already
- Share it on social media as though you already have them
- Tailored to the individual – feels personal
Why doesn’t this advert work?
- Perspective is only from you and not how other people see you – increase insecurities
- Only birds eye view – Looking in a mirror isn’t an option but is part of the shopping experience
- People don’t feel the need to actually buy because it is so realistic and they can share on social media.
- App owns them.
- Limitations on the type of clothing for how well it works
- If you don’t know how it feels to walk in them then you don’t know if you want to buy them. They might pinch their toes.
Why does this advert work?
- Your house already looks painted so you feel you already own the paint.
- You can share with friends on social media as though it is already done. If people love it then you would have more incentive to paint your room this specific colour.
- Hassle free – try as many colours as you want.
- Gets the complete perspective
Why doesn’t this advert work?
- RGB colour is not the same as CMYK or Pantone. Doesn’t create an accurate representation. Which is critical for the product as it is all about colour.
- Colour may come out different once painted which will be the opposite of what you thought hence less ownership over this colour.
Save the World
Why does this advert work?
- Ignites empathy/emotive AR
- It could have been anyone
- Teleports you to where this war zone is. It becomes unavoidable.
- Detail is very clever. Stains and kids drawing. Paints a real picture of what is it like.
- You have more agency, you are the one who lives there
- Environment is set for you to be present in the room
- Special effect – light/ sounds
- Wheel chair and crutches ignite empathy
- The progressively worse as years gone on. You can still see remnants of the child’s room.
Why doesn’t this advert work?
- You can never really know how it feels in this situation.
- You can see but you cant feel what it is like i.e vibrations of the bomb
- There is no human shown, so it’s based on the imagination which differs between the viewer.
- You don’t see actual people suffering. This tends to hit home with the observer. This relies on imagination.
Why does this advert work?
- You can see yourself making a direct improvement. Instant gratification.
- People could find it too upsetting. people have an issue with blood?
Why doesn’t this advert work?
- Making someone feel bad if they don’t help like it is their fault someone is ill.
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