25 Mar 2022
|
Mike Boland
AWE Talks: Bollé Sharpens its Image with AR
Augmented Reality
Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. Fortunately, we now have a fresh batch of session footage from AWE USA 2021 to draw upon. And 2022's show will already be here in June.
For this week's talk, we spotlight Bolle's innovative use of AR marketing. It leaned into AR's unique capabilities with a creative campaign that showed real results. We unpack strategic takeaways from Bollé and its partners Qreal and M7 Innovations.
See the full video below along with quick-hit takeaways.
– One of AR's key lessons to utilize it in intelligent and selective ways... it's not a "silver bullet."
– For brand marketers, that means craft interactive campaigns that utilize AR's best qualities.
– That list of qualities and marketing best practices is still being written so it requires creativity.
– Bollé Brands and its marketing partner M7 Innovations get high marks on that measure.
– The company decided to use AR for a try-on experience to give users an intimate sense of the product
– However, the team went a different direction than the usual "see it on your face" AR visualization.
– Though that common path would have been logical for an eyewear brand, it flipped the script.
– This involved a mobile AR experience where users can see through a pair of Bollé sunglasses.
– This allowed it to demonstrate the high-contrast capabilities of some of its performance eyewear.
– Clarity and high contrast are major selling points for cycling and skiing, which it was able to emulate.
– By holding up one's phone, they could see through Bollé glasses and see their clarifying effect.
– This creative use of AR that leaned into the medium's strengths led to high-performance metrics.
– For example, it achieved tens of millions of lens interactions, and a tangible sales lift (see video).
– But though it hit a home run here, Bollé's takeaway is to keep discovering and be thirsty.
– AR is so new that these types of clever AR marketing formats will continue to be discovered.
– The message to other brands: figure out how AR applies to your products, then lean into that.
– Put another way... there's no cookie-cutter in AR marketing, at least not one that will work well.
See the full video below for more campaign tactics, results and takeaways from Bollé and M7...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
For this week's talk, we spotlight Bolle's innovative use of AR marketing. It leaned into AR's unique capabilities with a creative campaign that showed real results. We unpack strategic takeaways from Bollé and its partners Qreal and M7 Innovations.
See the full video below along with quick-hit takeaways.
– One of AR's key lessons to utilize it in intelligent and selective ways... it's not a "silver bullet."
– For brand marketers, that means craft interactive campaigns that utilize AR's best qualities.
– That list of qualities and marketing best practices is still being written so it requires creativity.
– Bollé Brands and its marketing partner M7 Innovations get high marks on that measure.
– The company decided to use AR for a try-on experience to give users an intimate sense of the product
– However, the team went a different direction than the usual "see it on your face" AR visualization.
– Though that common path would have been logical for an eyewear brand, it flipped the script.
– This involved a mobile AR experience where users can see through a pair of Bollé sunglasses.
– This allowed it to demonstrate the high-contrast capabilities of some of its performance eyewear.
– Clarity and high contrast are major selling points for cycling and skiing, which it was able to emulate.
– By holding up one's phone, they could see through Bollé glasses and see their clarifying effect.
– This creative use of AR that leaned into the medium's strengths led to high-performance metrics.
– For example, it achieved tens of millions of lens interactions, and a tangible sales lift (see video).
– But though it hit a home run here, Bollé's takeaway is to keep discovering and be thirsty.
– AR is so new that these types of clever AR marketing formats will continue to be discovered.
– The message to other brands: figure out how AR applies to your products, then lean into that.
– Put another way... there's no cookie-cutter in AR marketing, at least not one that will work well.
See the full video below for more campaign tactics, results and takeaways from Bollé and M7...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
