Car manufacturers have been some of the most passionate supporters of virtual reality (VR) and augmented reality (AR) technologies, from helping advance design techniques to promoting new models. It’s the latter that Renault plans to use AR for, in conjunction with its new Captur model.
Renault has partnered with digital media agency OMD and AR and computer vision technology company Blippar on the project. Blippar will work with OMD to create an Augmented Reality Digital Placement (ARDP) for the Captur, which launched at the end of 2017.
ARDP can provide users with AR experiences through media without the need to download a separate app, with detailed internal and external views of the car to be used to build an immersive 360 AR experience.
“Bringing augmented reality to mobile devices through a programmatic campaign is an fascinating way of enabling consumers to experience the product in a totally individual way,” said Christian Lenz, Director Client Service at OMD Düsseldorf. “We are excited to create major visibility of Renault in this relevant digital touchpoint within the car buyer journey. With integrated Augmented Reality technology, we’re not only elevating the Renault campaign, but we’re also changing the way consumers can interact with the Renault Captur, introducing transformative ways to experience the brand. 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.”
Mikela Eskenazi, Chief Commercial Officer at Blippar adds: “Since its launch, our web-based AR solution has shown incredible results. 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.”
Users will be able to demo key features of the new model by clicking on hotspots in the experience, so long as they live in Germany.
Renault’s previous dabbles in immersive technology have included an AR ride with the Renault KADJAR as part of Solo: A Star Wars Story promotions, and mixed reality (MR) at Renault Trucks’ Lyon engine site. For further updates on Ranault’s VR/AR or MR projects, keep reading VRFocus.