As a Marine Marketer I’m always looking at every brand touchpoint as an opportunity to engage digitally, and the Evo 43 app is a perfect example of a brand adding entirely new value to an old medium with digital technology.
Our client G Marine wanted to transmit the experience of the revolutionary EVO 43 boat to mark her US debut at the 2016 Fort Lauderdale Boat Show. They also wanted to communicate the experimental value of customizing the boat. Realizing that a regular print ad didn’t have the capability to show the EVO 43 boat diversity, G Marine decided to embrace the powers of Augmented Reality for the marketing and promotion of the new boat. With the help of DeForm Studio – a Miami based company specialized in 3D animation, rendering and design – we created a custom Augmented Reality App to show the boat’s versatility and level of customization.
The EVO 43 app provides a unique experience allowing users to play with the components of the boat and customize it in real time. The application uses the camera on the smartphone or tablet to recognize an image of the boat (tracker). Then it adds an interactive layer of content over it, transforming the image into a holographic style visualization of the boat, while offering a fun interactive 3D configurator. Users are able to interact and rotate the boat 360 degrees, open and close the extensions, raise the Bimini top, drop anchor, turn on and off the underwater lights or configure the EVO boat with different colors and upholstery.
The App was launched at the FLIBS and was downloaded 80 times during the show. The AR application allowed the sales team to display the boat in any placed desired and showcase all the home automated features giving the users the ability to see a virtual animation of the automated components: Bimini, extensions, anchor, platform, etc… generates engagement and helps the clients on their purchasing journey.
We took the customer experience further with extended digital content offering them the opportunity to experience the diverse capability of the boat in a unique and engaging way. Using the power of augmented reality we brought images to life while conveying with the emotional aspect of stepping onboard.
Integrated marketing approaches like this one, helps communicate the experiential value of customizing a boat, reduces costs of promotional materials and help amplifies sales.