Commonwealth Bank has run a mobile-driven, augmented reality advertisement in key Australian markets. The ad, placed in a number of Australian newspapers, invites readers to download the CommBank 3D reader app so they can explore Cherryford Hill, an interactive virtual town.
“The augmented reality press advertisement is an interactive way to communicate the benefits of the CommBank Property Guide app to the customer,” said Mark Murray, GM/Consumer Marketing at Commonwealth Bank.
STEP 1 – Find the ad in a newspaper or print it out.
STEP 2 – Download the CommBank 3D reader app. When you start up the app, the camera view will open with overlaid instructions.
STEP 3 – Point your iPhone at the image on the ad and the streets, houses and locals of Cherryford Hill will come to life.
The app is fully narrated by “Paul,” a virtual host who helps users navigate their way around Cherryford Hill. Within the the 3D augmented suburb, you can click to see recent sale prices for virtual properties and unlock hidden items like the ability to turn the day into night. There is also a conveniently located link to download the CommBank augmented reality property-finder app.
Commonwealth Bank’s campaign represents a bizarre marriage of old and new media channels, where traditional print advertising is used to deliver a digitally-interactive ad. You can’t have one without the other; it takes both a newspaper and smart phone — one communications technology from the 17th century, the other from the 21st.
“We will continue to explore the convergence of traditional and digital marketing channels in the future,” Murray said. “We are constantly looking for ways to better engage with our customers and ensure they have a positive experience with our brand.”
CommBank’s ad is similar to one AXA Insurance ran in September 2010. In AXA’s execution, people could lay their smart phones on the ad to fill in a piece of a disaster photo. A video played, showing how a giant Godzilla-like monster destroyed the street scene.