Neue Digitale / Razorfish sets up Multitouch and Augmented Reality
Interactive Touchpoints for SEAT and Audi close the gap between digital marketing and communication at Point of Sale.
Frankfurt, 30th September 2009 – Neue Digitale / Razorfish (ND/R), creative agency for digital marketing, introduced two digital applications - which connect the real and virtual worlds with the help of Augmented Reality and Microsoft Surface - at the International motor show (IAA) and at the dmexco industry trade fair which took place at the same time.
Neue Digitale / Razorfish designed and implemented an interactive IAA motor show exhibition for SEAT Germany which will also be showcased at the dmexco. The focus is a digital campaign to impress potential customers at the trade fair stand with a view to securing more members for the Club SEAT (club.seat.de): two large monitors display interactive 3-D animations of a SEAT vehicle in a camera image as soon as a user holds a campaign code, available at the stand, in front of the terminal webcam. Alongside this interactive experience, the user can also register for a competition via printed forms, Tablet PCs and a Club SEAT terminal – with the prize of the Original SEAT “Follow Me Car” from this year’s Red Bull Air Race World Championship up for grabs.
This so called Augmented Reality application for SEAT Germany was built by Neue Digitale / Razorfish in cooperation with technical service provider Metaio, based in Munich.
Also awaiting visitors to the International Motor Show (IAA) was the new Audi accessories configurator built by Neue Digitale / Razorfish together with 3D technology specialists RTT based in Munich. This is a new application on the Multitouch device Microsoft Surface which enables the user to configure all Audi accessories – from alloys to bike carriers – on a photographically realistic rendered 3D model. Using the interactive touch surface the user can explore an Audi A4, choose different backgrounds and switch between various detailed perspectives which are automatically activated during the configuration of the model. The configuration can be collaboratively created by several concurrent users with the help of aluminum pucks placed on the flat surface acting as controls.
The Audi accessories configurator connects the advantages of the MS Surface interface with the performance of an external render server to produce interactive real-time 3D of the highest quality.
A further Multitouch project presented by Neue Digitale / Razorfish at the dmexco is “Razorfashion”. Razorfashion demonstrates how Multitouch technologies can be implemented in fashion segment. The special features of the Microsoft technology produced applications are the Tags providing a connection to the mobile phone as well as the ability of the application to process up to 32 clicks at the same time. Razorfashion is based on the new Razorfish Touch Framework which is not only compatible with Microsoft Surface and windows 7, but also able to operate with any hardware. The application runs on a special LCD technology based device called “dreaMTouch”.
Thanks to the three innovative applications, product configuration is a 3D experience – integrated into the sales advice from the dealer. In this way Neue Digitale / Razorfish close the gap between Desktop and communication at Point of Sale. “Our most recent work for Seat, Audi and the Razorfashion application breaks new ground in interactive product demonstration. We see emerging technologies as being very promising for the future and will develop further solutions in this area for our clients”, said Neue Digitale / Razorfish CEO Andreas Gahlert.
