Ad Nut
Aug 29, 2017

Chevrolet adopts augmented-reality showroom

General Motors International plans a global rollout of a virtual showroom built for the Korean market by Isobar and Carat.

Dentsu Aegis Network (DAN) agencies Carat and Isobar are showing off V-Showroom, an AR (augmented reality) showroom app built for General Motors International (GMI).

The system, launched back in May at 110 Chevrolet dealerships in Korea, requires an iPad with a bit of optical hardware attached to it, but can place a 3D replica of a vehicle (the Chevy Cruze) into any environment—from coffee table to garage to street. From the video above, it seems that in a real-world showroom, sales staff can point the iPad at an actual car to change its color or show it speeding down a road. Potential buyers can also explore the interior of their virtual vehicle and see various options. 

The agencies claim GMI is "the first automotive brand to use Mixed Reality (MR) at scale in Asia" and that GMI plans a global rollout of the system.

The companies haven't shared any information about effectiveness, but their plans to expand the use of the app indicate it works. Clearly, the ability to have a virtual showroom is an advantage in densely populated markets. But Ad Nut wonders if AR apps also have positive psychological impacts. If you see a car (or any product) in your own mobile device or in virtual form in your own real-world environments, does it seem more like your product? Does the experience get you closer to making a purchase? Ad Nut would love to see some real, robust data on that. 

Ad Nut would also like a real coffee-table-sized car, which would be just about the right size.

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

Source:
Campaign Asia

Related Articles

Just Published

3 hours ago

Dentsu prioritises media in new growth plan ...

Dentsu has allocated $328 million to rebuild the business in 2025, with a further $295 million to be invested over the next three years.

10 hours ago

Creative Minds: Sally Anderson is always asking ...

Meet Australian creative Sally Anderson who moved to Beijing over a decade ago to take on the challenge of shaping a new generation of brands.

11 hours ago

OMG taps Dentsu exec for Malaysia CEO position

EXCLUSIVE: Winnie Chen-Head steps into Eileen Ooi's shoes, who was elevated to PHD APAC chief executive in September 2024. Chen-Head’s appointment is effective March 2025.

11 hours ago

2025 salary benchmarks: Marketing, creative, comms

MCG Talent unveils its salary benchmarks for industry roles in Hong Kong and Singapore, with junior talent equipped with AI expertise expected to be given more opportunities this year.