AR is still considered risqué, would your brand take a leap of faith?
Augmented Reality (AR) is a fast-growing industry and the potential for growth is limitless. The market is estimated to be worth US$225.77 billion by 2026. Should your brand take the leap? Amber Clarke explores with Kara Rubin.
When asking consumers about this technology, they will tell you about the latest Snapchat or Instagram filter, or that they played with a virtual cat. But AR offers us so much more – it can provide an experience that goes beyond entertainment. AR technology has been around since the late 1960s, however it’s yet to find its ‘sweet spot’. Unlike the now ubiquitous QR code, there’s been no COVID-fueled bubble creating the conditions to make it mainstream.
How AR is changing the consumer experience
Uniquely, AR changes the consumer experience by giving them access to something without ever having to leave their home or office – whether a virtual museum visit or a high-end flight simulator. With AR starting to find its marketing stride, it’s vital that businesses are prepared for this. Brands, services and companies need to start thinking about what kind of AR-enabled experiences they might want to create. It’s creating new adventures for consumers. Marketers need to know what changes they’ll need to stay in front.
AR isn’t just ‘exciting’, it’s practical. The potential that AR also brings us is a change in the way people work. AR has been used in advertising to target consumers and create immersive experiences. It has even been used to help people with chronic phobias, PTSD or those with disabilities increase their mobility.
Using AR for sustainability
Increasingly interested in sustainability consumers like knowing where products come from. But, it’s hard to showcase all of that on the packaging. AR means you can put this power into the hands of interested consumers. How? By blending some of AR’s educational capabilities with creativity and digital innovation.
JUST Water has used AR to build a link with empowered and educated consumers through smart, AR-enabled packaging. We know that the more educated our consumers are through these experiences, the more likely they are to make a better choice for the environment.
Making the topic of sustainability relevant and important to consumers, beyond just a better product purchase, can be difficult for brands. Although there are press releases and websites, in this case, the act of purchasing the product meant that consumers were already holding a direct link to the positioning, commitment and purpose to life before their very eyes – the JUST carton.
In addition, there is a QR code on the cartons connecting the consumer directly to both their purchase and the beneficial action, strengthening their role in reaching sustainable goals. The AR experience brought this to life in a more emotional, immersive manner. Highly personal experiences result in brand loyalty.
JUST is continually pushing boundaries to share the idea that every small decision can make a positive impact in the world. Working with AR content we’ve just launched, is yet another example of how we’re attempting to convey that message in an interactive, engaging, unexpected manner.
AR, although still in its infancy when it comes to fully integrated marketing, is the way forward. In a world that has a mountain of challenges to overcome and connection is more important than ever, how is your industry going to embrace AR in order to stay competitive?
Amber Clarke is from Miroma Project Factory and Kara Rubin is the vice president, brand and product strategy at JUST water.