Adcomm's first two issues May 2012 Launch issue | Page 38

technology

Adcom media

Successful campaigns
Campaigns implemented by Imajinn include Kellogg’s and
Nissan Juke. Kellogg’s used an AR recognisable image on its
cereal box for its target market to play a virtual game. The
application was used in stores and online. All participating stores
sold out of the product within a week. Conventional marketing
methods were used in other stores. Sales for stores which made
use of the software increased by 223% compared to those using
conventional marketing methods.
For Nissan Juke Paul says the company set a pre-order target of
500 units. “Making use of AR in its campaign achieved in excess
of 1 000 pre-orders.”

BRINGING YOUR CAMPAIGN TO Use and advantages
LIFE – LITERALLY ‘Seeing is believing’ – the old adage goes. The software can be used in conjunction with most mediums.
If you need someone to believe something, the chances are
better if they can see it. This increases drastically if your target
audience can experience it. Enter Imajinn, a technology-based
distribution company
for the media and
communications
industry.

• Paul in holographics

“Augmented Reality
(AR) is a method of
mixed reality where
live video and 3D
virtual components
merge to make
an interactive
experience,” explains
Imajinn’s MD Paul
Ingram. Paul says
by using standard
webcams and AR
software any image
can be converted
into the anchor for
the 3D holographic
content.

“There are no limits,” says Ingram. “It can be used on print,
packaging, bill boards, computers, cell phones, TV and radio if
linked to the station’s website.”
AR can be added to any existing ad campaign, unlike similar
technologies which have to be built around one. “AR can be
added to an existing ad without affecting the design in any way,”
says Ingram.
“It is relatively expensive,” Paul concludes. “However, one needs
to take the target market into account, the extended reach
and the fact that sales for products using AR exceed those that
don’t.” Paul says that 2010 statistics reveal that AR is one of the
top 10 disruptive (audience stopping power) technologies in the
world and is rated among the top five social media in existence.
Imajinn has exclusive distribution rights for the African
continent. AR was developed by Total Immersion. am
*Examples of AR in action can be viewed at www.imajinn.co.za.
*Additional information from Paul 011 513 7700.

What is it?
The conversion is achieved by using image recognition and
motion tracking. The software can be loaded on to an existing
website or be downloaded for use on laptops or cell phones.
In layman’s terms AR is augmenting live video