ICRC using AR technology to engage
The International Committee of the Red Cross (ICRC) has launched a new AR app to bring the reality of war closer to home for iOS app users.
‘Enter the room’ is an augmented reality narrative told through the eyes of a child. The free app provides a first-person experience of war at a family’s doorstep.
Users enter through a portal on the screen of their device to see the impact of years of fighting in accelerated time as the virtual room transforms from a normal home to a dwelling of suffering and sadness.
Director of communications and information management at the ICRC, Charlotte Lindsey-Curtet, said while Pokemon Go and Snapchat have already introduced the world to augmented reality, this is the first time AR has been used to tell the story of the impact of urban conflict.
“With augmented reality, we can create immersive experiences that showcase the humanitarian situation in a new and deeply moving way,” she said.
ICRC president, Peter Maurer, said 65 million people are fleeing conflict today, 75 per cent of whom live in cities, where battles are increasingly being waged.
“Conflict has devastating impacts on communities, and especially on children. We hope the story told through this immersive app will give people new insights into the realities of war,” he said. “It is a vivid reminder of how urban warfare destroys children’s bedrooms, their homes, and their lives."
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
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.
Sumit Takim
In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne
Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...
ravi H
10 lessons Telstra has learnt through its T22 transformation
thanks
Lillian Juliet
How Winedirect has lifted customer recency, frequency and value with a digital overhaul
Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....
Sheetal Kamble
Jurlique’s move to mobile POS set to enhance customer experience
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia