Pioneer Augmented Reality App
We developed a new way to experience Pioneer car stereos.
Pioneer has been leading the car audio industry for over 75 years. Along the way, they have put forth major innovations and pushed the limit on how companies promote their products. The Pioneer Augmented Reality project was a clear example of that drive to excel. We were asked to come up with a new way to educate consumers while giving them an experience that would spread virally, showcasing the latest offerings from Pioneer.
After our discovery phase, we set out to explore the world of Augmented Reality. The latest advancements in broadband tech and smartphone horsepower created a perfect storm for implementing an AR campaign. Though Augmented Reality had been around for nearly 15 years, it had never been used in the aftermarket car audio space. We set our sights on making this "world first" happen; the result is a campaign that educates, captivates and spreads through consumers in a truly unique way.
UI / UX DESIGN
The ad campaign design theme was "less is more" with the Tagline "See What You've Been Missing". The tagline suggested that one would generally miss out on product features that can't be seen in a traditional ad or easily experienced in-store or online. It also drove viewers to see what Pioneer delivers in the car audio aftermarket space. Our consumers aren't driving the latest car with the best manufacturer-installed tech but, with Pioneer, they can see what they've been missing and get the latest in car audio tech.
The ad features a line art graphic of a dashboard that also acts as a trigger for the AR app and its 3D graphics.
One cool and eye-catching feature is that the trigger ad can be somewhat ambiguous. The bulk of the content is provided by the app and can be interchanged without the need to print a new ad, which makes the Pioneer campaign modular and allows for quick reactions to trends and product offerings. Clearly this is something we could not achieve with traditional media.
The campaign was a definitive success, with acknowledgements from The New York Times, Tech Crunch, Gizmodo and other major tech blogs. It grabs consumers for an average of 2 minutes each, delivering targeted, educational engagement. With continued updates that correlate with product cycles, the app continues to deliver on our original promise and is available for download in the iTunes App Store and Google Play Store. Check it out and See What You've Been Missing!
We suggested AR to showcase the head unit features and then designed 3D mockups of each car stereo rendered in realistic materials. The idea was to virtually put the best of Pioneer into consumers' hands. Consumers download the app and hold a smartphone over the "tracker ad" which triggers the app, bringing the radios to life on your screen. You then use your camera to move around the head unit in 3D space while being presented with hot spots that lead to audio or video tracks explaining each important feature.
This ability to showcase features in a way that is so close to experiencing them first hand in a showroom or car is what makes this unique. Other types of products can be held and manipulated fairly easily. Car stereos, however, must be installed for them to work and features are often hidden in submenus. The unique attributes of this type of product simply cannot be captured in a still image. AR allowed us to showcase product features and give the user a preview of how the stereos really look.
We designed a website that explained the app features and functions and created a video (shown above) that showcases the experience. The site was a parallax HTML 5 website with a fresh look and was accompanied by a AR Experience campaign.