Latest AR/VR experiences launched in health and retail

Redbubble and Pfizer Australia announced new augmented and virtual reality campaigns respectively as part of enhanced customer and patient capabilities

Augmented reality and virtual reality trends are in the spotlight this week as both Redbubble and Pfizer Australia announce new technology capabilities to enhance  both customer and patience experience.

Releasing a new AR-enabled shopping experience app, global marketplace for independent artists, Redbubble, is offering customers the opportunity to see products come to life in their own homes as part of a ‘try before you buy’ experience.

Through the app, users can place virtual pillows on couches and chairs, move them around to see how they interact with lighting, zoom in to see fabric textures, compare colours and relate the product size to surrounding objects. The AR app also offers customers an opportunity to virtually try on T-shirts for the right fit and colour, test out what stickers look good on a laptop and try out prints and artworks on walls.

Healthcare company, Pfizer Australia, also jumped on the digital reality train this week, releasing a new virtual reality campaign to allow healthcare professionals to ‘step into the shoes’ of a Rheumatoid Arthritis (RA) sufferer.

Created by Webling Interactive in collaboration with Sudler Sydney, the new VR extension brings the former ‘living with RA’ consumer awareness TVC to life by virtually placing the viewer inside the shoes of an RA sufferer, to experience first-hand the hardships of living with RA. 

“This project is a compelling example of what happens when two leading agencies collaborate to bring their specialist talents to the table to deliver a best-in-class solution," Sudler Sydney managing director, Peter Bernard. "We can see many applications of this technology to achieve new insights for our clients and their customers.”

Webling Interactive MD, Deniz Nalbantoglu, said the challenge of this campaign was to find a way for health professionals to have a stronger understanding of the symptoms and experiences of RA sufferers, to ensure better communication with patients about their treatment goals.

“By virtually experiencing the hardships of living with RA, doctors and health care practitioners can truly empathise with their patients,” Nalbantoglu said. “We hope the VR experience assists health care professionals to experience RA symptoms as realistically as possible, and ensure they have a better appreciation of RA’s effect on their patients."

Doctors were able to try the VR experience at a recent Australian Rheumatology Association (ARA) conference in NZ, where an exit survey revealed that 100 per cent of medical professionals believed it truly reflected the daily RA struggle that their patients described.

Meanwhile 86 per cent believed patients would be more likely to speak to their rheumatologists about their symptoms after experiencing the virtual reality and 98 per cent said it would benefit RA patient’s family, carers and friends. 

The VR experience is being rolled out at selected Australian and international medical conferences throughout the remainder of 2017. 


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu       

 


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in