AR Learning

#020

Introducing marq+

An all-inclusive AR platform, providing diverse solutions for all business needs

marq+ is Arplanet’s proprietary AR app, incorporating various AR solutions such as virtual fitting, scratch card, audio and video, AR colouring, LBS navigation, treasure hunt, and other amazing visual effects, which simultaneously offer several benefits, such as creating a unique branding experience through experiential marketing, while simultaneously collecting customer data, which allows for better targeting.

Users can immediately interact with the business and its products, with a smooth exchange of information between both parties, allowing users to easily access a cache of information, right at their fingertips! 

marq+ AR app

AR technology is leveraged with our rich experience in branding – helping build a bridge between brands and relevant consumers, creating an interesting AR experience that draws users in, provokes creativity, and provides them with a sense of participation. Seamlessly reach out to customers with marq+, and build a deeper connection for that strong emotional branding. We are proud to be recognized as one of the best AR development firms in Singapore.  

Through AR technology and our rich experience in branding, we help to build a bridge between brands and consumers, creating an interesting AR experience that draws users in, and provides them with a sense of participation. Seamlessly reach out to customers with marq+, and build a deeper connection for that strong emotional branding.

Here are some examples on what you can use marq+ for:  

If you would like to explore a different way to make your business stand out, please don’t hesitate to contact us!

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#016

AR in Fashion: Makeup, Fittings, and more!

Fashion brands use augmented reality to create an innovative shopping experience for the modern consumers 

(Image Source: L’Oréal)

According to market research, around a third of US consumers have experienced AR at some point, showing considerable interest in emerging tech such as AR and VR. This is an important factor for brands to consider when thinking of how to approach their target consumers: what kind of experiences these consumers may consider important, as well as how to generate more attention, effectively generating positive brand exposure.

AR has been readily adopted into the fashion industry, especially more so in beauty industries. For example, global beauty corporation L’Oréal announced last year that it acquired Modiface, a software development company that specialize in creating AR tech for beauty brands, in an attempt to seize the beauty digital market using AR.

In 2019, American cosmetics brand Lime Crime collaborated with Forever 21’s home beauty brand, Riley Rose, launching an AR app which uses digital strategy to provide an additional layer of consumer experience to young, mobile savvy consumers, which is the general target audience of these two brands. This is an innovative way for brands to communicate with new and existing consumers alike, providing a stronger impression and generating brand loyalty.

(Image Source: Lime Crime)

Apart from the beauty industry, fashion industries such as apparel and footwear see successful AR applications to their current marketing strategies.

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AR for Fashion | ZARA

Spanish clothing brand ZARA launched their first AR experience in 2018, with aims of attracting young consumers to their physical stores. The experience is easily accessed, simply download ZARA’s AR app, then point the camera of the mobile phone towards the store window or the ZARA packaging, and consumers are immediately teleported to a live fashion show, right where they are. Consumers can see the current clothing trends worn on virtual models, and can even purchase them directly from the app. There is also a photo option, where consumers can capture these moments and share them with friends and family anywhere.

AR for Fashion | Balmain​

No stranger to thinking outside the box, Balmain also started incorporating different technology applications in their marketing strategies. One notable example is when they provided Oculus VR headsets in the newly opened Milan store, where shoppers get a chance to watch Balmain creative director, Olivier Rousteing’s creative visions come to life through an innovative VR experience titled My City of Lights.

In 2019, Balmain ventured into AR for advertising and communicating with their target consumers. Through scanning the Balmain posters on the street of Paris with the Balmain app, users can see hidden messages, and find out more information about the brand, giving more attention to the brand’s communication method, and understanding more about the brand story.

In addition to that, consumers can use the app to view information about any events, or watch a live stream of the latest catwalk shows, such as their annual fashion shows. Balmain believes that AR can be an effective communication tool with consumers, and encourage a two-way consumer engagement.

(Image Source: Balmain)

AR for Fashion | Nike ​

One of the main concerns of online shopping is buying the wrong size, and the hassles of returns, with one in four consumers citing these as the main reasons they hesitate to shop online. Over 500,000 people in the US have experienced this hassle of buying wrong shoe sizes, and at any point of time, almost 60% of them would be wearing the wrong shoe sizes.

In July 2019, Nike Fit launched in the US, becoming one of the first companies to launch a new function which allows consumers to measure their shoe sizes. Noting that the internal cushioning of each design of shoe may vary, consumers may find it easier to purchase their Nike shoes through the app.

(Image Source: NIKE)

With many brands actively investing in AR technology, looking at the examples of ZARA and Lime Crime, who aim to increase the consumer conversion rate through both online and offline channels; Balmain, tapping on emerging technology to reach and communicate with consumers; and Nike, using AR to solve consumer sizing issues, each brand has found specific areas that highlight and addresses the different needs of different consumers.

As you can see, AR is a versatile technology which can be adapted in any part of the business marketing strategy, creating a more positive brand experience in consumers’ eyes, and we look forward to more brands adapting AR solutions in the coming future.

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#015

AR Advertising – The future, or another gimmick?

Augmented reality advertising is expected to account for at least 10% – 25% of digital advertising spend by the end of 2020

(Image source: Negative Space from Pexels)

Since the advent of the Internet, companies have turned towards online advertising channels such as Google, Yahoo, Facebook, Instagram and other forms of online and social media channels, as this is where most of their consumers obtain information. The more traditional forms of advertising have slowly been weaned off, instead being replaced with a new, diversified approach of advertising through AR channels.  

As part of the marketing strategy, the marketing content prepared for each advertisement will be disseminated through various forms of media, as the consumer demands see constant change due to the introduction of new technologies. From the original print media such as newspapers and magazines, to newer media forms like television and radio, to online media such as the Internet, advertising media faces new challenges in different times and different target groups. Today, with the rise of AR technology, brings forth new ways of advertising through AR channels.

Research carried out by Neuro-Insight highlighted the impact of AR and how the brain responds to various AR tasks and experience:

  1. AR drives high levels of visual attention in the brain
  2. AR elicits a ‘surprise’ response
  3. What is stored, or encoded into memory is 70% higher for AR experiences

The simplest way to attract consumers, also the most commonly used method, is to utilise a positive incentive or reward mechanism. Once there is a stable user base, the effects may be gradually driven up, as word-of-mouth spreads, further increasing the number of active users and improving the brand reputation.

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AR Advertising | Creative Examples: Burger King – Burn That Ad

(Image Source: Burger King)

Never one to shy away from bold, controversial advertising moves, Burger King Brazil worked with an advertising company early 2019, to launch a promotional campaign – Burn that Ad. Using the mobile camera triggered through Burger King’s AR app, pointed at the competitors’ ads, you can see the competitors’ ads engulfed in flames, right in front of your eyes. They offered a free Whooper to anyone who burnt an ad, and this amazing ad campaign went viral, with over a million downloads of the Burger King app in just one month, and over a billion media impressions all across the world.

AR Advertising | Film & Entertainment Industry

The entertainment industry has been dipping their toes into AR in a bid to attract consumers’ attention. Movies such as Avengers 4: Endgame and Pokémon Detective Pikachu have collaborated with Google Playground, allowing characters to leap into the users’ mobile screens in AR.

Sony Pictures also released an AR app as part of a promotional effort for Spider-man: Far From Home. In addition to being able to interact with Spider-Man and Mysterio in AR, users can also take photos and videos with the characters, and look through Peter’s texts and voicemails, spying on his life. The app also features shareable content for social media, such as GIFs and stickers.  

AR Advertising | Benefits and Effects

At present, most of the major platforms, including YouTube, Snapchat, Facebook, and Instagram, all have some call of action for future AR advertising potential. Among them, Google released their AR Beauty Try-On function, which allows users to try on makeup using AR, while watching YouTube videos. The main purpose is to carry out new interactive advertising experiences through AR channels.

Conversion rates have always been used as an indicator for judging the success rate of an advertising campaign. Many well-known brands, such as NBA, Gucci, Sephora, and Wayfair, have been using AR advertising to increase customer interactions, subsequently building brand loyalty. The conversion rates of AR advertising ranges from around 20% to as high as 80%, with fantastic effects. It is expected that by the end of 2020, AR advertising may account for around 10% to 25% of digital advertising expenditure. Mobile AR ad revenue, most of which comes from Snapchat and Facebook advertising, is expected to exceed USD $ 2 billion by 2022.

The use of AR in advertising is not to completely replace existing advertising channels, but to obtain a multiplier effect of sorts, further enhancing the impression of the original channel through an experiential design. In the case of Burger King, they did not seek to replace their large-scale outdoors advertisements, but added an element of creativity and entertainment to create a lasting impression that sticks with consumers for a long time. We believe that AR advertising will help boost the advertising sector, giving it a much needed revamp to stand out among its many competitors.

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#014

Augmented Reality – Revolutionising the Museum Tour Experience

Integrating AR into museum exhibitions and displays, enriching the museum visit and unleashing limitless possibilities

(Using AR to recreate how the exhibits looked in their original prime. Image Source: Google)

Museums play an important role in our society. They are responsible for the collection, preservation, research, and exhibition of artifacts with historic significance, with the purpose of providing education, as well as entertainment to the general public. In recent years, AR applications have become more and more comprehensive, and become used in many industries. Compared to virtual reality (VR), AR is so much more convenient, and easily accessible, requiring only a mobile device or tablet to enjoy the full interactive experience.

Many tech giants are invested in the development of AR software, with Apple CEO, Tim Cook saying, during an interview, that AR is “the next big thing,” and that AR, coupled with artificial intelligence (AI) will “change the world”; Google launched their AR platform – ARCore, and began a collaboration with museums and art gallery around the world, launching the Google Arts and Culture app that allows users to visit a virtual museum from the comfort of their own homes.

With this being said, AR is an important stepping stone in the transformation of global competition, and drastically affects the consumer purchasing behaviour today.

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AR for Museums | Guided AR Tours

According to critic, curator, and academic Robert Hewison, “Museums are much more than repositories of objects; they are meeting places for people and ideas. Their future depends on remaining a dynamic part of the public realm.” The key to the survival of museums, especially in this crucial time of change, is to remain dynamic, to introduce new ways of experiencing the museum, through apps that utilizes new technologies such as AR and image recognition, and so on.

Utilising AR for guided navigation has gradually become a new trend for viewing exhibitions in galleries and museums. In the museum of the future, there will be no need for physical guides, with the AR guides directly appearing on our personal mobile devices instead. As there is a story behind each carefully curated exhibition, only a few lines of text descriptions are not enough to satisfy the true fanatics who want a more in-depth understanding on the full story.

Since as early as 2012, the London Science Museum has already been using AR technology in the museum, and sees the host of BBC Top Gear, James May becoming a virtual guide in the Science Museum. Simply launch the application on your mobile phone or tablet, and point the camera towards the identifying image. A holographic version of May hovers over the plinth, sharing all sorts of facts and information about these particular exhibits, adding an interactive layer of information on top of museum tour experience.

Guided tours in AR halls have gradually become a new trend for viewing exhibitions. In the future, there will be no need for guides. Guided tours in AR halls can directly appear on your mobile phone to guide you, because each exhibit has a meaningful creation behind it. Background, for exhibition depth lovers, only a few lines of explanatory text cannot satisfy the audience. As early as 2012, the Science Museum of London, UK, had already used AR technology in the museum, and invited the well-known BBC host James May to use AR technology to create a virtual tour guide. You only need to open the application in your mobile phone or tablet and use the camera of your mobile phone. After aligning the identification map of the mark, an image of the host will appear on the screen for explanation, adding to the interactive nature of the museum tour.

(Integrating AR technology to create a new exhibition experience at the London National Portrait Gallery. Image Source: Smartify)

The Smartify app combines AR technology with image recognition to elevate the museum visit. Providing custom audio guides, maps, and a dedicated venue page, supporting users through each step of the journey. In addition to that, users can also save and “collect” their own artworks in the app, to view whenever they like. 

AR for Museums | AR Applications Beyond the Surface

(A dynamic Mona Lisa through the power of AR. Image Source: Google)

Exhibited paintings, fossils, or specimens come to life through a combination of AR and 3D modelling technology. Similar to the moving newspaper and portraits in the magical world of Harry Potter, AR technology allows users to feel the welcoming “warmth” of these exhibits, seeing the objects move as if they were alive. This adds more entertainment and excitement to these exhibits, allowing us to see a different side to what is currently on display.

(Image Source: Catchoom)

AR for Museums | Restoring the Original Appearance of Exhibits

(Image Source: Smithsonian Magazine)

AR technology can also “resurrect” animals that we have never before seen in this lifetime. After launching the AR app, simply point and aim the camera at the fossils in the museum, and it can recreate what these animals and objects that existed tens of thousands of years ago looked like, in a way, bringing them back to life. Things beyond our wildest imagination, seeing these animals and beings that roamed the earth long before our existence come alive in front of us, simply achieved through the power of AR. 

 

The Smithsonian’s National Museum of Natural History has an extensive collection of prehistoric bones in their collection, exhibited in their Bone Hall. Now, with AR technology, we can simply download the Skin & Bones app on the App Store and see what these bones looked like as animals roaming the earth. See how the Anhinga “Snakebird” fishes with its spear-like beak; Watch as the vampire bat flies from its cave. Even if you cannot visit the Smithsonian in person, you can download the Skin & Bones app and the trigger images, and get the full AR experience from the comfort of your own homes.

The Franklin Institute in the US launched an AR exhibition that allowed visitors to take a journey through one of the most significant archaeological discoveries – the Terracotta Warriors of the First Emperor. Using AR technology to reproduce the terracotta warriors and horses, and all their weapons and equipment, this AR experience allows visitors in the US to see the terracotta warriors come to life all the way from where they are on display in Xi’an, China.

AR for Museums | A Revolutionary New Museum Experience

Looking at the different cases introduced above, it is obvious that AR technology plays a big part in the revolutionization of the museum-going experience. AR helps to transform exhibits and collections into a visual experience, and museums tap on these emerging technologies to communicate more effectively with the general public, creating a more interesting and engaging learning environment. Through interactive experiences and AR games, turn education into a fun experience that allows visitors to become fully immersed in the fascinating storylines. These stories and experiences can even be brought home from the museum, and recreated in different ways during the visit, so that there is always a new, refreshing offered, reducing visitors’ fatigue.

AR provides a different way for people to browse exhibits and navigate through museums and galleries. We foresee that there will be a deeper and more complex integration of AR and VR technology into the museum industry in the very near future. Although there are still certain limitations to AR technology, it has proven effective in playing up the social and educational functions of the museums, injecting life into how museums are perceived by the general public, promoting museums visit as modern and interesting. We look forward to more museums and galleries embracing AR technology in their exhibits, innovating the museum-going experience.

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#007

AR Makeup – An Interactive New Advertising Experience

AR Beauty Try-On campaign – an innovative makeup campaign in collaboration with YouTube 

Google is one of few brands that are the key driving force behind AR innovation, only recently introducing AR makeup functions in their search results, allowing users to view and interact with 3D models of certain animals when they search via Google. One of their more interesting additions is AR Beauty Try-On which launched on YouTube around 2019, which aimed to tap on the well-known beauty gurus and their vast audience on the platform, creating an attractive experience that is also practical to them.

Before making a makeup or skincare purchase, many consumers often search on YouTube and see what the influencers and beauty gurus say about these products. Thus there is an influx of brands collaborating with these YouTubers, as an effective communication channel, to reach their targeted consumer groups. With the AR Beauty Try-On function, consumers can try AR cosmetics while watching videos on YouTube, with the ultimate aim of creating a new type of interactive advertising through this experience. As consumers watch the YouTubers unpacking specific brands of cosmetics, there is a “virtual makeup” function which allows them to see how the lipstick, for example, looks on their face.

(Image Source: VRSCOUT)

Compared with regular, non-interactive advertising videos, AR Beauty Try-On taps on artificial intelligence (AI) and AR to provide different products for consumers to try on, so they see how these colours reflect on their different skin tones, creating a more realistic experience for the consumers. Around 30% of target consumers tested the “virtual makeup” AR function during its trial period, spending an average of 80 seconds trying on different lipstick colours. However, it is undetermined whether the interest and attention is due to the products experience, or because this advertising experience is something new and never-before seen.

Compared with non-interactive advertising videos, AR Beauty Try-On relies on AI and AR augmented reality technology to provide products for trial use in different skin tones, making the consumer experience more realistic. Youtube iSO has 30% in the test process Of people used the AR interaction of “virtual makeup try-on” and spent an average of 80 seconds trying lipstick colors. However, it is still unclear whether such attention is due to this application is still a new way.

Despite its Alpha launch, it can still be accessed on Famebit by YouTube, and MAC Cosmetics is the first brand to be partnered with the AR Beauty Try-On. As the future is moving towards a virtual, contactless direction, we foresee that more brands will start using AR integration in their makeup and skincare offerings in the coming future.  

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