Brother initiates Augmented Reality (AR) as a marketing tool in its effort to launch a new range of color inkjet printers.
Users simply download the app on their iPhone or iPad, then aim the app at designated brochures and posters in stores islandwide. They then will be able to view the product in 3D format and learn more about its key features in animation mode.
Read on for the full press release.
SINGAPORE - Brother initiates Augmented Reality (AR) as a marketing tool in its effort to launch a new range of colour inkjet printers for the first time in Singapore. With the ease of downloading the free ‘Brother AR’ application (app) from the App Store and leveraging on the regional inkjet creative campaign, users can experience the functionality of the Multi-Function Centres, virtually.
“In our line of business, it is not just important to be innovative with our product offerings but to be creative with the means we market them to consumers,” emphasised Takeo Shimazu, Managing Director of Brother International Singapore Pte Ltd. “Customers today are much more technologically savvy and are more receptive to information that is readily available, even while they are on the go. With this app, customers can not only get a three-dimensional and 360 degree view of the product but watch it perform various functions such as print and scan with just a few taps, bringing customer experience to a whole new level.”
The new app, downloadable onto any iPhone or iPad device, will create an innovative purchase mode for customers. Allowing them to come closer to the functionality of the products, AR is set not only to change the dimensions of purchase decisions but it will lend more power to consumers.
Users can view the product in 3D format and learn more about its key features in animation mode by simply aiming the app at designated brochures and posters in stores islandwide. Alternatively, they can print out a copy of the advertisement by downloading it from the Brother website.
Brother has partnered with renowned AR developers metaio and Dante Technologies to galvanise the concept of augmented reality in a bid to tap on new and avant-garde marketing methods. The technology of AR enables the overlay of digital information over a real life view, making it a powerful tool for both consumer and formal education.
“We are happy to work with Brother as a partner and enrich its great products with our technology. AR is the perfect medium to communicate with the customers, used to the quality of Brother and it will definitely give Brother an edge.” said Mr. Peter Meier, CTO of metaio.
“This has been a fantastic project and we are excited to launch the use and application of AR at Brother. Apart from attracting customers, AR will also leave a lasting impression of the message imparted.” added Mr. YT Ho, Director of Dante Technologies.
The use of AR technology to introduce the new Brother inkjet series is a regional marketing initiative and various countries in the Asia Pacific region will follow suit after Singapore.
Together with the integration of AR, Brother today launched four new models to its line of colour inkjet MFCs that are compact in size but big on functionalities. The DCP-J725DW, MFC-J430W, MFC-J625DW and MFC-J825DW offer comprehensive print, scan, fax and copy functions; greater paper savings with automatic double-sided printing; and the latest Cloud Printing function.