Sydney, Australia, 24 January, 2011 – SMG RED is revolutionising advertising with the creation of an augmented reality phone application as part of KIA’s sponsorship of The Australian Open 2011 with broadcast partner Channel Seven and online via Yahoo!7.
The application which can be downloaded on iPhone and Android, uses augmented reality technology to bring a 3D animation of the KIA Optima from the television screen onto the mobile phone, enabling consumers to experience the car’s features in a fun and interactive way.
The KIA Optima application is believed to be the first time augmented reality has been used in Australia in an advertising context, using broadcast television, online and print media.
Josh Martin Integration Manager for SMG RED said, “We’re excited to be delivering unique and innovative technology and we see this as an excellent opportunity for advertisers to reach their audience through new and creative media and platforms using SMG RED”.
SMG RED, Seven Media Group’s integrated media arm created the 3D animation, in partnership with Initiative Media and mobile developer Mnet Group, which provided the technical innovation and delivery of the augmented reality application. The application is triggered by pointing a phone’s camera to the KIA logo on screen, allowing users to interactively select and compare the car’s available colours, view specifications and turn the lights on and off.
“At KIA we are continually looking to develop innovative ways to connect and engage with people. It’s fantastic that we were able to launch this project to coincide with the Australian Open and hope that people get excited about the ever growing options available to them to engage with brands,” said Gerrit Walters, Brand and Advertising Manager, KIA Motors Australia.
The augmented reality application extends across Channel Seven’s Australian Open broadcast coverage, Yahoo!7 online and New Idea Magazine. The animation will continue to play once the phone has been moved away from the KIA logo, giving users time to fully experience the features.