RTT, leading provider of professional 3D visualisation, has raised the bar for the use of Augmented Reality (AR) for marketing and industry applications. Indeed, RTT recently created a spectacular presentation based on AR for the launch of the new ‘Teana’ by DONGFENG NISSAN: the audience in Guangzhou/China was offered a detailed and scale model product experience, which had previously never been achieved in this form and quality. RTT Marketing Solution Teams was solely responsible for this acclaimed project.
The new TEANA is the flagship project of the Chinese car manufacturer and is therefore of central importance to the business’ expansion plans. At the presentation of the new model, Jason Yang, Vice President Sales & Marketing at Dongfeng Nissan, presented the vehicle with all features and technical details to over 1,000 international media and industry representatives.
During this presentation a virtual image of the Teana was projected onto the stage and staged in an interactive way by AR in front of exhibition visitors’ eyes. The AR application was orchestrated in keeping with Yang’s gestures, so that by the end of the presentation the audience gained both a detailed impression of both the outside, as well as the technical advantages and finite features of the vehicle.
This was enabled though the combination of the RTT DeltaGen produced scenes and Yang’s on-stage movements, which were tracked in real-time. An AR model of the Teana was used as well as over 30 million generated polygons: it was a quantum leap in comparison to the usual AR applications, which usually only use a far smaller amount of polygons and can therefore only offer a limited realistic representation. The project duration from beginning to the final public presentation took 16 weeks. NVIDIA Hardware was used in its realisation. ART, the leading manufacturer of tracking systems for virtual and augmented reality provided their systems including cameras and tracking software for the stage set-up.
‘A conventional product presentation is no longer enough to communicate all core messages and USPs of a product in an emotionally-charged, memorable way. That’s why we joined forces with RTT and used AR technology for the first time at a launch presentation. The results exceeded our wildest dreams. The project was therefore a worthy prelude to our continued cooperation with RTT,’ said Jason Yang, Vice President Sales & Marketing, Dongfeng Nissan Passenger Vehicle Company.
‘The trend is not only towards ‘mobile applications’ for end consumers wanting to use AR solutions to explore products on their smartphones or tablets in an entirely new way; augmented reality is also an excellent medium for generating exciting ‘wow’ effects, especially for events. It is a totally new and spectacular way for companies to upgrade their product presentations and market presence. RTT offers them the necessary creative and technological means to do this,’ explains Rohan Pamani, Vice President RTT Marketing Solutions.
About: RTT is the leading, one-stop-provider of high-end software, consulting and creative services in professional, 3D visualization. As a strategic partner, RTT offers sustainable, effective and seamless process support across the entire product life-cycle with its holistic approach. As a result, products are developed faster and more cost-effectively while time-to-market is significantly reduced. Through creative, photo-realistic CGI implementations, RTT enables innovative sales and marketing advantages and new dimensions of emotional brand staging. The Group´s customer-base includes companies like Adidas, Audi, BMW, EADS, Electrolux, Ferrari, General Motors, Harley-Davidson, Porsche, The North Face and Volkswagen. RTT AG was founded 1999 in Munich and employs around 700 staff in 14 locations worldwide (last measured 30.06.2012). For further information go to www.rtt.ag.
