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OMD Dusseldorf creates Mobile Augmented Reality for Renault using Blippar(July 09, 2018)
Düsseldorf - 9 Jul, 2018 - In order to promote the Renault Captur model OMD Dusseldorf is using an innovative augmented reality ad in Germany. The ad takes the user on their mobile devices to both the inside of the crossover car model and shows the individual surrounding of the user as the surrounding environment of the car for the first time in Germany. The purely programmatic augmented reality implementation will be online until the middle of July and is part of the digital and social media measures of the current Renault Captur campaign. The incumbent media agency OMD Düsseldorf has developed the so-called Augmented Reality Digital Placement experience in close cooperation with Blippar (London), the leading technology provider in the field of augmented reality and computer vision technology.
The form of advertising is used in Germany for the first time and enables the mobile user to navigate inside the Renault Capture using a 360-degree view. If the advertising medium is also granted access to the user’s smartphone camera, the own real environment also becomes part of the ad. This results in a comprehensive augmented reality experience for the user in the interior of the vehicle, as well as in its environment. In the interior of the Captur model, the user also has the opportunity to view special features of the car and gain access further information.
"Bringing augmented reality to mobile devices through a programmatic campaign is a fascinating way of enabling consumers to experience the product in a totally individual way. This concept is an important piece of our marketing to individuals strategy ensuring that we reach the right user with the right ad at the right time", explains Christian Lenz, Director Client Service at OMD Düsseldorf.
Mikela Eskenazi, Blippar's Chief Commercial Officer, adds: "Using this technology, we’re excited to help Renault’s consumers have a full, immersive experience of the vehicle by just a single tap. This is part of Blippar’s core mission to change the way people interact with the world around them, and to bridge the gap between the digital and the physical worlds.”
Saatchi & Saatchi Düsseldorf is responsible for the creation.
About Groupe Renault
Groupe Renault has been making cars since 1898. Today it is an international multi-brand group, selling close to 3.76 million vehicles in 134 countries in 2017, with 36 manufacturing sites, 12,700 points of sales and employing more than 180,000 people. To meet the major technological challenges of the future and continue its strategy of profitable growth, the Group is harnessing its international growth and the complementary fit of its five brands, Renault, Dacia and Renault Samsung Motors, Alpine and LADA, together with electric vehicles and the unique Alliance with Nissan and Mitsubishi. With a new team in Formula 1 and a commitment to Formula E, Renault sees motorsport as a vector of innovation and brand awareness.
About OMD Germany
OMD is one of the leading media agencies in Germany and is helping companies to become even more successful by contributing innovative marketing and media solutions. We believe in good communication – communication that moves people and makes brands more desirable. Driven by this believe the agency creates real and demonstrable effective connections between brands and consumers. OMD Germany, with over 800 employees, is based in four different locations: Düsseldorf, Hamburg, Munich und Berlin.
The agency network is part of OMD Worldwide (www.omd.com), the biggest agency network with offices in 100 countries and with more than 10.000 employees worldwide. The agency network has been named “Global network of the Year” by the Cannes Lions Festival. OMD is part of Omnicom Media Group.
To learn more, visit www.omdgermany.de
Blippar is a leading technology company that specialises in Augmented Reality and Computer Vision, a cutting-edge field within Artificial Intelligence (AI) that trains lenses to recognise and understand the world they see. By harnessing the power of its technology and data, Blippar's mission is to be the bridge that brings the digital and physical worlds together, enhancing everyday life.
Since launching in the UK in 2011, Blippar's technology has been used by world-leading brands such as Unilever, PepsiCo, Porsche, Nestlé, L'Oréal, GSK, General Mills and Procter & Gamble to create exciting and award-winning experiences which deepen consumer engagement.
With a focus on its two core technologies, augmented reality and computer vision, Blippar has created a range of products that can be harnessed across a wide range of sectors. Blippar has been named on the CNBC Disruptor 50 list for three years running.
Company Name: OMD
Contact Person: Ann-Sophie Altmeier, Omnicom Media Group Germany
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