AUGMENTED REALITY & AUTOMOTIVE

Case Studies

• Date: Q4 2014• Device: Samsung Gear VR• References:

• YT• luxuo.com• timeslive.co.za• Yahoo News

Race simulator roller coaster style. Presented at a side event at the Zurich Film Festival. Lacks interaction with the user, a polished design and a clear goal.

• Date: Q2 2014• Device: Oculus• References:

• YT• audi.co.uk• Making Of• Yahoo News

“Using state-of-the-art Oculus Rift technology, we gave Audi fans visiting the Goodwood Festival of Speed the chance to experience what it would be like to be in the passenger seat as racing legend Allan McNish raced around Silverstone”

• Date: Q1 2015• Device: Tablet• References:

• YT• autoblog.com• theverge.com

“the Ferrari AR showroom app, software that uses 3D tracking technology to recognize real-world cars and superimpose shapes, colors, and videos onto their real-time images. The app lets customers in Ferrari showrooms hold a tablet in front of their chosen vehicle and virtually change the rims, brakes, and paint job, building a custom specification for their new ride without the dealership needing to order it in.”

• Date: 2013• Device: Tablet (Image)• References:

• YT

Play with your 500s on a predefined track. Control your car speed and ensure it doesn’t fly away.Nice gadget for a couple of minutes. Lacks an after experience call to action. Linked to a german newspaper.

• Date: 2006-• Device: Custom VR/AR• References:

• YT• motrolix.com

Ambitious and long running project by Ford. An environment in which designers and engineers can dig into their creations as if they were in the same room.

• Date: Q4 2014• Device: Oculus• References:

• YT• engadget.com

Lexus RC F simulator. Quite unsure on how the experience really resembles driving the real car.Lacks a polished design in the user interface and 3D quality.

• Date: 2012• Device: Schermo• References:

• YT• bestmediainfo.com

Mahindra XUV500 launch event. Similar to the famous natgeo campaign it shows a cheetah interacting with the car (but not with the crowd) on a big screen in which the crowd sees itself. Suffers from the lack of interaction and the mirror effect which breaks the illusion and the immersive experience.

• Date: 2011• Device: Tablet• References:

• YT• Official

Explore, customize and get to know a C-Class mercedes sport as if it was on your desk in front of you. Nice interaction and design.

• Date: 2008• Device: Desktop (Image)• References:

• YT

One of the first AR campaigns. Using a webcam and a printed paper it gave the wow experience of holding a mini in your palms.

• Date: Q3-4 2015 • Device: Custom Glass• References:

• omniauto.it• forbes.com• gizmag.com• recode.net

A Qualcomm (Snapdragon e Vuforia among others) partnership. A custom glass device designed by BMW itself that show info as nav instructions, car status, speed,..It is still a prototype.

• Date: Q2 2014 • Device: Oculus + Sedia Sim• References:

• computerworld.com.au• Official• vrfocus.com

Crash Test Dummy simulator. Experience the test in first person. Developed by NRMA insurance company.

• Date: 2014 • Device: Camera 360° +

Tablet• References:

• YT• Official• businessinsider.com

Using a 360 degree camera on the roof and others in the cockpit you might grasp the feeling of being a passenger of a Subaru Rally car.

• Date: Q2 2014 • Device: Oculus Rift• References:

• YT• archvirtual.com

At the 12th Auto Expo 2014 attendees were given the opportunity to drive a Suzuki Swift down a steep road in the Himalayan region.

• Date: 2012 • Device: Tablet• References:

• vimeo.com• digitalbuzzblog.com• volvotv.it

At the Geneva Auto show in 2012 Volvo gave the users the opportunity to look inside the Volvo V40. The app cleverly used reliable 2D image markers to mimic a 3D augmented reality experience.

• Date: 2012 • Device: Cardboard + Oculus• References:

• YT• Official

Experience a Volvo XC90 from the passenger point of view. Even with the Google Cardboard if you can’t afford an Oculus or don’t plan to buy it in the near future. Lack of interaction but nicely designed.

• Date: 2010 • Device: Desktop• References:

• marketingmagazine.co.uk

“The campaign, created by Tribal DDB London and Proximity London, drives people to the Volkwagen website where they can see an augmented reality version of the Golf.”.

Augmented Reality animated infographic for the Golf Match.

• Date: 2011 • Device: Tablet• References:

• YT cartelloni• YT flyer

VW Beetle campaign linked to both billboards in the street and flyers. The former displayed wow animations when targeted. The latter are supposed to used in a more relaxed environment, one that let you explore an interactive 3D model of the car.

• Date: 2012 • Device: Tablet• References:

• bestadsontv.com• modular4kc.com

“The café is peppered with AR markers on each of the appliances that are in the Café space.When an iOS device is pointed at any of the markers the AR experience comes to life and shows a comparison between the appliance, and how far you could drive the Golf based on the amount of juice that appliance uses in a day”

• Date: Q3 2013 • Device: Tablet• References:

• metaio.com• autoblog.it• digitaltrends.com

“ What is known as the MARTA (Mobile Augmented Reality Technical Assistance) system, which was developed together with the company Metaio GmbH, shows real and virtual parts in three-dimensional relation to one another.”