Siemens
AR-Charging Stations
Playful communication with the help of AR01
Client
Siemens AG
Concept & Lead agency
Oliver Schrott Kommunikation GmbH
Our Task
Technical conception & development
As part of the IAA 2021 in Munich, SIEMENS launched a brand awareness campaign dedicated to the leitmotif #MoveToTransform. Its focus was to put people and their stories about the transformation of mobility in the foreground. As this was to be done in a playful way, Siemens, as a charging infrastructure partner of the Blue Lane Road, used its own charging points for the #MoveToTransform stories during the IAA Mobility 2021. For the technical implementation of an interactive augmented reality application based on this concept, we were brought on board by the lead agency Oliver Schrott Kommunikation.
With the campaign, Siemens gives a voice to eight “mobility movers” and stages its e-charging stations as a stage for these very people who are committed to more sustainable mobility. 3D figures of all the ambassadors were printed and mounted on the e-charging stations, which were distributed at various locations in Munich’s city centre.
Our task was to bring the eye-catching figures to life with the help of an explorative AR application. The aim of the application was to playfully convey information about the people depicted and to encourage discovery and interaction. The statements of the Mobility Movers could be shared on social networks, creating a real exchange between the visitors and the Mobility Movers.
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Scan it, Share it, Like it
The web-based application starts via the QR code. This means: no registration process, no need to download an app – but a direct entry with a low bounce rate.
Content Processing
Three AR markers were placed on the front and three on the sides of the charging station. Each marker conveyed a statement of the mobility mover depicted. The aim was to break down the detailed profiles of every Mobility Mover, which could be read on a linked landing page, and to reduce the content to its essence.
To do this, we focused on the questions: Who are you and what makes you a mobility mover? What are your wishes for the future? And what question would you like to ask the viewer that makes them think?
By dividing the extensive content into different markers, it was not only possible to convey the content in a more manageable way, but also to increase the curiosity and interactivity of the users.
