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. 

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