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David Francis (Zappar): In the Boardroom. CMO's, CTO's and CMO's - and AR/VR

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A talk from the Work Track at AWE USA 2017 - the largest conference for AR+VR in Santa Clara, California May 31- June 2, 2017.

David Francis (Zappar): In the Boardroom. CMO's, CTO's and CMO's - and AR/VR
This session will outline where AR and VR sits in the Internal, B2B and B2C space for global companies. Why would a large company invest in platforms and content, and how can the costs be rationalised in the current economic climate? By speaking to real campaigns and metrics, experience with C-level executives and multinationals, David will identify the key elements that take AR and VR from POC's and innovation 'window-dressing', into operational and marketing mandatories.

http://AugmentedWorldExpo.com

David Francis (Zappar): In the Boardroom. CMO's, CTO's and CMO's - and AR/VR

  1. 1. In the Boardroom: Securing investment in AR/VR from CEO’s, CTO’s and CMO’s. DAVID FRANCIS – HEAD OF APAC
  2. 2. WHERE AR + VR LIVES OR DIES
  3. 3. AR & VR ENTERPRISE-JOURNEY Identify business with a communications/ conversation problem (B2B or B2C.) Find Champion-with-Influence (CWI). BE PREPARED TO SUPPORT HER/HIM. Bypass agency Champion finds secures product development BUDGETS. IT SALES Product/Service Range: identify day one and Day 1000 Inter-spatial strategy Brand Conversation: Translate 2D and establish gestural, mechanics etc Activate at SCALE and measure, measure, measure. Analyze against existing channels. Budget, create, execute, scale.
  4. 4. “I regard it as a big idea, like the smartphone. The smartphone is for everyone, we don't have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives.” - Tim Cook “3D is the obvious next thing after video…” - Mark Zuckerberg INFLUENCE
  5. 5. Augmented Reality “By 2020, 100 million consumers will shop in augmented reality. Watch for 1 in 5 global brands to use AR for shopping by the end of 2017.” - Gartner Report October 18, 2016 FEAR (REALITY)
  6. 6. And disruptors… “Amazon is considering using forms of augmented or virtual reality to allow people to see how couches, stoves and credenzas will look in their homes” New York Times - March 25th 2017
  7. 7. And disruptors… “In a video released by Alibaba, a Chinese shopper put on a VR headset, and the next thing he knew he was in Times Square in New York City. He then took a yellow cab to Macy's ... From there, he strolled around the store and bought a handbag for his girlfriend. Buy+ is integrated with Alipay. With a nod, he made a payment without the need to remove the headset to check out. For retailers who do not have a brick-and-mortar presence in China, such as Macy's, this could be a game changer, and a dream come true.” - Forbes November 6th, 2016
  8. 8. THE BIGGEST ISSUE NUMBERS/SCALE AKA: ‘beyond the demo’
  9. 9. APPS/SDKS/OWNERSHIP
  10. 10. DEPLOY QUICKLY + ROBUSTLY (CAAS to SAAS)
  11. 11. CAAS
  12. 12. CASE STUDIES
  13. 13. MEASURING TOOLS FOR ROI – CRITICAL!
  14. 14. CASE STUDY Engen “Rocket Racer” TURNING SHOPPER-DOCKETS INTO MULTI-MEDIA PORTALS - The price of fuel in South Africa is set by the government so petroleum brands need to find other ways to drive loyalty outside of price promotions. - The objectives of this campaign were to increase basket-size and frequency. - Customers who spent R30 or more at an Engen 1-Stop had a zapcode and instructions to play “Rocket Racer” printed on their receipt. - Zapping this code unlocked a new car and new level in the driving game. The zap also included a data- capture, high-score and competition mechanic. - Each week for eight weeks a new Zapcode was used to unlock each level. Engen’s own internal econometrician attributed an 11% sales increase due to this campaign (when comparing YOY data and taking other factors into account). The use of zapcode on receipts continues through 2016/17.
  15. 15. MOST SUCCESSFUL RETAIL AR CAMPAIGN ON RECORD CAMPAIGN DETAILS: - Originally utilised by Carrefour France but taken-on by Carrefour Spain as well. - Shoppers could collect zappable Minions playing cards by spending €30 on a shop or buying a partner product (tins also available). - Zapping the cards or the collectable tin boxes launched a 3D “Minions Paradise” world as well as exclusive movie clips, 3D animations and mobile screensavers. - Users could unlock new virtual objects with each card to decorate their island and take photos with their favourite Minions. All Minions merchandise sold out at Carrefour. Over 320,000 photos taken and shared via the app. 120,000 visits driven to EA website. CASE STUDY Universal/ Carrefour
  16. 16. A BREAKTHROUGH AR RETAIL CAMPAIGN IN THE AUSTRALIAN MARKET (6 weeks Sept-Oct 2016) - Major lead-up to Xmas Shopper Loyalty campaign initiative of Woolworths - Shoppers could collect World Explorers cards and stickers by spending $30 a shop - For $3 extra, they could buy the World Explorers Interactive Paper Map which allowed kids to apply their stickers and Zap codes to unlock exclusive and regionally/culturally specific: * 360 Gyro games * Interactive Healthy Lunchboxes that linked to Woolworths e-commerce for ingredients * Photo-taking for social sharing, of major landmarks and campaign characters * National Geographic videos The most successful AR retail campaign in Australia, ever. It is likely that around 7-8% of Australian children, in the target demographic, activated this campaign and played for around 18 minutes. As of today, 4.5 months since the campaign ended, 34650 minutes of engagement is measured every month. If this was YouTube Pre-roll, CPV would be CASE STUDY TTC/ Woolworths Australia
  17. 17. 3,376,260 x 30 seconds = $1,012,878 CPV 90,000 x 7-12 yr-olds = 7% of the Australian Population 18.5 minutes each Customer
  18. 18. TIE IT ALL IN TO THE EXISTING MIX
  19. 19. THANK YOU @ARstralian david@zappar.com Join the conversation @ARealityEvent & #AWE2017
  • zhaoju

    Jul. 31, 2018
  • ShinJara

    Nov. 20, 2017

A talk from the Work Track at AWE USA 2017 - the largest conference for AR+VR in Santa Clara, California May 31- June 2, 2017. David Francis (Zappar): In the Boardroom. CMO's, CTO's and CMO's - and AR/VR This session will outline where AR and VR sits in the Internal, B2B and B2C space for global companies. Why would a large company invest in platforms and content, and how can the costs be rationalised in the current economic climate? By speaking to real campaigns and metrics, experience with C-level executives and multinationals, David will identify the key elements that take AR and VR from POC's and innovation 'window-dressing', into operational and marketing mandatories. http://AugmentedWorldExpo.com

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