AR Experience
Hyundai
Issue 57 | December 2020
Agency
Orchard
Creative Team
Creative Director Tim Condrick, Creative Lead Robert Lettieri Copy Lead Beris Zanetch
Production Team
Project Management Lead Danith Thai Developers Ryan Barker, Harry Madigan
Other Credits
Client Lead Sara Solar Planning Lead Mikaela Crimmins Head of Data & Insights Victor Condogeorges
Date
2020
Background
In a world where social distancing was an uncomfortable reality and visiting a dealership harder, Hyundai needed to lower the barriers to engagement.
Idea
Deloitte’s had identified AR as having gone beyond novelty value to becoming crucial to brands.
However, Hyundai knew they had to provide an AR solution with as few barriers to entry as possible. So, they developed the first browser-based Augmented Reality (AR) experience, with the Tucson SUV as the test pilot model.
Australians could drop it into their driveway or living room, in their choice of colour, look at it from all kinds of angles, and then book a test drive.
Where AR used to demand the download of an additional native app, now it was integrated into the website experience itself, a technology and category innovation.
Results
Off the back of the incredible results for the Tucson the solution was rolled out across subsequent models.
Our Thoughts
The Harvard Business Review wrote in October that “Covid-19 has supercharged all things virtual.” Stuck at home, customers have been trying on clothes and jewellery and, in Australia, trying out a new Hyundai on their driveway. The fact that this doesn’t need an app is the crucial part. AR is going to become more and more important the easier it becomes to play with. Arguably it will transform retail. Brian Donnelly, alias artist KAWS, is currently renting out AR inflatable sculptures for $30 a month. The future is arriving rapidly.