Comm Bank determined to be different this weekend with augmented reality experience in News Limited metro newspapers this Sunday
Commonwealth Bank and Ikon Communications have joined forces with News Limited to deliver it’s first ever hand held augmented reality experience triggered via newspaper advertising across Australia.
Following initial testing of the technology with mX’s tech savvy readers, the national campaign will appear in News Limited metropolitan newspapers this Sunday.
A purpose built App developed by Explore Engage brings augmented reality to life in the palm of your hand. Readers simply download the App and scan the phone across the newspaper ad. The augmented reality trigged by the newspaper ad then brings to life an expanded suite of interaction and fun experiences on the phone.
Says Mark Murray, Commonwealth Bank’s general marketing director: “We are constantly looking for ways to better engage with our customers and ensure they have a positive experience with our brand. The augmented reality press advertisement is fun and interactive way to communicate the benefits to the app to the customer, and this is something we’ll be looking to do more of in the future.
“The CommBank 3D Reader is designed to deliver an enjoyable and fun interaction with the Commonwealth Bank brand. When scanning the newspaper ad with the App you’ll discover a virtual suburban community on your phone and uncover the many useful features available in their Property Guide iPhone app.”
Adds News Limited’s marketing director: Advertising & Integration, Garth Agius: “We first launched augmented reality with our newspapers two years ago accessing technology via the web, but mobile activation has always been our next horizon.
“When you shift the user experience of augmented reality triggered by a newspaper ad onto a mobile phone, the technology becomes significantly more accessible for readers and considerably easier to use.”
Says Jason Kendal, communications director, Ikon Communication: “The initial launch of CBA’s Property App has been hugely successful in driving uptake amongst early adopters. This AR technology will give us the opportunity to enhance awareness of the Property App among the Bank’s wider consumer base through innovative use of press.”
The Commonwealth Bank’s 3D Reader App was developed by Explore Engage acting as a gateway for consumers to discover the many features available in the Commonwealth Bank’s Property Guide iPhone app.
9 Comments
Fuck that”s lame.
Firstly it’s a hassle no-one will ever be bothered doing.
But then the reward is so unrewarding.
Can anyone hazard a guess why you’d bother?
fail.
12:45 you took the words out of my mouth.
What a crock. Who will bother downloading an app so they can scan a press ad and get transported into a lame-arse new dimension?
The existing CommBank property app is crap. I would be shutting it down, not throwing good money after bad by promoting this rubbish.
Ikon and Explore should be ashamed of themselves. Not to mention CommBank marketing dept. The 25 year old graduates in there really oughta take a look at themselves.
Interesting “Anonymous” comments above…perhaps jealous competitors, pure disbelievers or technophobes…at the very least – comments not serious or credible enough to put a name or company too.
Unfortunately the results dont lend to these “fail” arguments. The app was promoted in the Monday MX to time and location stressed commuters. Even in this environment we have already had a couple of thousand downloads and more than half the people were interacting with the app for more than 2minutes! Happy to hear how you’ve used other methods to achieve that…from what I see most people flick past a full page ad after 5-10 seconds at most! – I also see lots of companies and agencies line up to spend obscene money on 00:30 – and little measure/outcomes.
1. What other page in the MX newspaper achieved that length and intensity of engagement…on any given day – never mind just this one?
2. What other newspaper ad could potentially tell its client who, how long, what and where the ad was read but also interacted with – and potentially gave new business?
3. Why should financial brands be forced to deliver the same old message…the same old way?
Those who dare to offer a higher level of engagement and a piece of magic will be getting rewarded even if traditional marketers don’t feel it is “text book” enough.
My suggestion to “anonymous” > cool your jets and have an open mind to the results this has achieved. The results are there – and there are many case studies to also prove directly AR worth – eg hotels.com, KIA and many others I am happy to share with you.
Commbank 3D reader already has thousands of people using the app – with more lengthy engagement than many online videos, definitely more than other paper and mag ads and in more than 50% of cases – more than a TVC.
In the words of Matt Damon “Good Will Hunting” – “how do you like those apples” 🙂
Good Will Hunting
Dick Head Writing
Scott, you obviously work in Marketing for CBA. Maybe you should get your techno friends to update your Netbank app next considering that your so interested in pushing the boundaries. I am pretty sure when it comes to apps, a link to the netbank website can be improved upon.
Hi Gertie – if you click on my name you go to our website. There you will see I am not in CBA. Nonetheless I will take your suggestion and pass it on.
It is a shame for the person who has written above you. There musn’t be much will to live, writing anonymous garbage like this on a professional site. I enjoy some good feedback but unfortunately there is not hours in the day to moderate anonymous garbage.
From the dictionary: Anonymous: having no outstanding, individual, or unusual features; unremarkable or impersonal.
There are many benefits that the internet has delivered, giving space to people that want to write unremarkable crap under “anonymous” is not one.
The campaign is a great example of how print and online can work together, previously it has been print versus web, this shows one way how it can become print and web.
Steve Smith – well said. Spot on.