In a first for the construction industry, the UK’s leading manufacturer of insulation products is using a range of augmented 3D experiences to demonstrate its ‘whole-house’ and commercial solutions portfolio for the residential new-build, residential rebuild and commercial property sectors.
Knauf appointed AR specialist Hidden Creative to create a visual representation of the latest product innovations, bringing to life complex insulation solutions in situations that would be difficult to normally view.
The company is showcasing products at this year’s Ecobuild at stand N720 to create an immersive brand experience with the aim of increasing dwell times and generating qualified new business leads.
Matt Trubow, Chief Executive at Hidden, said: “The new augmented marketing tools will allow the Knauf team to physically recreate how the insulation will work within a product and further demonstrate the benefits to end-users.
“There is research that shows that simply by touching and interacting with a product for a few seconds can create an emotional attachment that leads to sales. This is because people become personally attached to the product within the first 30 seconds of contact.
“What is more, further research has shown that the use of augmented reality at trade events, like Ecobuild, can increase the average delegate dwell time at exhibition stands to 15 minutes.
Lydia Sharples, Head of Communications for Northern Europe at Knauf Insulations, said: “Equipping our team at Ecobuild with the augmented 3D product has opened up our capabilities when talking to end users about our products.
“The three separate augmented demonstrations provide a visual representation of the way in which each product works and complements the expensive custom-built models for every event.
“Using the technology also means that the augmentations will be accessible to our end users after the event has finished so is a continued way for people to receive information.”
Hidden will deliver a total of three augmentations on custom-built Augmented Reality kiosks for the residential new-build, residential rebuild and commercial property sectors.
At the AR kiosks, delegates could navigate and explore in detail numerous aspects of Knauf’s technical guides that cover Regulations for Part L1A, Part L1B and Section 6, displayed on 42" HD screens with cameras that allow a 360 degree view that, when rotated, trigger animations revealing the different insulation products within each building.
Augmented reality is a term for a camera enhanced view of a physical real-world environment, where virtual elements are merged with the real-life scene creating a ‘mixed reality’ of virtual elements and the real world.
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