HP Design & Branding INNOVATION AUGMENTED REALITY by Ariadna Digital

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INNOVATION AUGMENTED REALITY

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Industry Laptops, Netbooks, Tablets
Media Design & Branding
Market Colombia
Agency Ariadna Digital
Creative Director Mario Silva
Released March 2011

Credits & Description

Category: Online Digital Design
Advertiser: HEWLETT-PACKARD
Product/Service: ALL IN ONE DESKTOP
Agency: ARIADNA DIGITAL
Agency: ARIADNA DIGITAL
Date of First Appearance: Mar 17 2011
Entrant Company: ARIADNA DIGITAL, Bogota, COLOMBIA
Entry URL: http://www.youtube.com/user/Ariadnainteractive?feature=mhum#p/u/3/WO0Ng8kLee8
Accounts Director: Paola hernandez (Ariadna Digital)
Media Director: Angie Medina (Ariadna Digital)
Graphics Director: Diego Castro (Ariadna Digital)
Creative Director: Mario Silva (Ariadna Digital)
Media placement: Augmented Reality Ad Piece - Ad Piece - 1 March 2010

Describe the brief from the client
Media plan.

Describe the challenges and key objectives
Generating a Hewlett Packard
interactive experience that allows users to enter an intimate and unique space, in which they can select and customise notebooks based on their preferences.

Describe how you arrived at the final design
We created the first HP virtual catalogue, using the Augmented Reality platform which allowed users to combine virtual and real experiences to learn the notebooks’ properties to build their own.

We gave users the following predetermined options:

Desktop/Laptop,
Screen Size,
Processor and Memory Capability,
Colour Options.

The platform was activated via webcam and users interacted with the ad using their fingers.

Give some indication of how successful the outcome was in the market
More than 28,000 seconds accumulated of interaction with the catalogue and its products.
Users interacted for 1 minute on average with the ad.
8,976 interactions with the ad.
These numbers were achieved in the 2 weeks that the campaign lasted.