RB Yacht Marketing | 2016
What is Augmented Reality? Augmented reality is the integration of digital information with the user's environment in real time. Unlike virtual reality, which creates a totally artificial environment, augmented reality uses the existing environment and overlays new information on top of it.
RB Yacht Marketing | 2016
BENEFITS
IMPACTFUL – the intensity of a VR experience is greater than traditional media generating strong emotions in its users which are linked to real behavior change. MEMORABLE – our brains are built to remember events linked to locations, this means that VR experiences have a longer trace in the audience’s memory. NOVEL – with high media and public interest in VR early adopters can benefit from favorable media exposure.
RB Yacht Marketing | 2016
TRACKABLE - allow to track leads smoothly and effectively within the application NEW PRINT Transition of old print to new print: EVO43 app bring the hard cover boat’s catalog to life with a touch of a button! LIVE High-definition 3D model bring product benefits to life as a client is actively engaged with dealership sales staff.
GOALS Use a custom Augmented Reality App for the USA premier of the EVO 43 boat at the Fort Lauderdale International Boat Show 2016. Give users a more engaging, interesting in-show experience by allowing them to digitally interact with the boat through the App’s 3D configurator.
RB Yacht Marketing | 2016
RB Yacht Marketing | 2016 RB Yacht Marketing | 2016
RB Yacht Marketing | 2016
RB Yacht Marketing | 2016
CASE STUDY Situation Our client G Marine wanted to transmit the experience of the revolutionary EVO 43 boat to mark her US debut at the Fort Lauderdale Boat Show. They also would like to communicate the experimental value of customizing it. Realizing that a regular print ad didn’t have the capability to show the EVO 43 boat diversity, G Marine decided to embraced the powers of augmented reality for the marketing and promotion of the new boat. With the help of Deform Studio - a Miami based company specialized in 3D animation, rendering and design - we created a custom Augmented Reality App to show the boat’s versatility and level of customization. Deform also has a wide range of experience in Augmented Reality and Virtual Reality, creating interactive and immersive applications.
How it was created The Developer DeForm Studio draw the 3D modeling from scratch, working with a few pictures and videos of the boat. There were any CAD data available when we launched the project, as the boatbuilder aimed to protect their intellectual property. Working in collaboration with the client and boat’s designer, Valerio Rivellini, we were able to turn their vision into life by combining creative thinking with cutting edge AR techniques.
RB Yacht Marketing | 2016
CASE STUDY How does it work By downloading a free App from the App Store or Google Play, users are able to activate a 3 D model of the boat by simply holding their mobile device over the “trigger” image printed on the catalog’s cover and other collateral materials (branded mat, postcard and posters) The application uses the camera on the smartphone or tablet to recognize the image of the boat (tracker). Then it adds an interactive layer of content over it, transforming the image into a holographic style visualization of the boat, also a fun interactive 3D configurator. Users are able to interact and rotate the boat 360 degrees, open and close the extensions, raise the Bimini top, drop anchor, turn on and off the underwater lights or configure the EVO boat with different colors and upholstery.
What’s the viewer’s experience? The app provides a unique experience allowing users to play with the components of the boat and customize it in real time. Showcasing all the home automated features on the reduced space of a boat show is always a challenge, so giving the users the ability to see a virtual animation of the automated components: Bimini, extensions, anchor, platform, etc… generates engagement and helps the clients on their purchasing journey.
RB Yacht Marketing | 2016
RESULTS According to Apple store reports, the app was downloaded 80 times during the FLIBS. The AR application allowed the sales team to display the EVO 43 in any place desired: when the user moves the device, it displays the yacht in 3D from any angle in real time, activated from the click of a button.� instead of using the traditional scale models which are locked to one location. All these efforts helped generating PR buzz, interest and drove many qualified leads.
RB Yacht Marketing | 2016
CONCLUSION We took the customer experience further with extended digital content offering them the opportunity to experience the diverse capability of the boat in a unique and engaging way. Using the power of augmented reality we bring images to life while conveying with the emotional aspect of stepping onboard. This integrated marketing approach helps communicate the experiential value of customizing a boat, reduces costs of promotional materials and amplifying sales As a Marine Marketer I’m always looking at every brand touchpoint as an opportunity to engage digitally, and the Evo 43 app is a perfect example of a brand adding entirely new value to an old medium with digital technology.
RB Yacht Marketing | 2016
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RB Yacht Marketing Mb +1 754-422-6985 www.rominabompani.com yachtmarketing@rominabompani.com