An Augmented Reality campaign using webAR, Spark AR and Interactive AR via Jigspace to present the latest models of VanMoof’s e-bikes in 3D, in your home. The effectiveness of this campaign was, and is, very high.
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VanMoof, aka the Tesla among bicycles. A wonderful company founded by two Dutch brothers with a mission: to develop the perfect city bike.
Although they have a number of brand stores, VanMoof sells 80% of their bikes online. Therefore, that requires good online marketing. Augmented Reality product visualizations work best for slow-moving consumer goods. In other words; objects that people like to think about for a while before proceeding to purchase. VanMoof’s bicycles are a perfect example of these slow-moving consumer goods.
That’s where we saw potential. We approached VanMoof to ask if they knew how simple Augmented Reality anno 2021 could work. We quickly cobbled together a prototype and managed to convince the people at VanMoof of our plan.
That turned out to be a good idea. By now we are 5 projects further along.
At the time, we were allowed to start with the S2, with truly incredible results as an outcome. We created a 3D model of the S2 bike, and allowed people to use AR technology to scale in their own homes via the website. This gave potential buyers the opportunity to get a good look at the bike from all sides. A very valuable addition for Internet shoppers because it gives you a much better look and feel of a product. Much better than with just a picture on the website. We also deployed this campaign on various socials, such as Facebook.
Within advertising, one of the elements by which success of a campaign is measured is ROAS (Return On Ad Spent). A key indicator that indicates the percent or value that is garnered from the ad-through assisted purchases.
This was more than 800% in the case of VanMoof.
Since then, we have been a “preferred supplier” for real-time 3D to VanMoof, we are allowed to provide an AR component with every launch of new products because our work pays off by a factor 8.
We have now arrived at the S5 and A5, for which we were allowed to provide 3 different AR experiences.
- A standard webAR model for the VanMoof website, as also described for the S2. A static, high-end experience where you can put the bike in your own environment.
- A Spark AR model for Instagram and Facebook, with slightly interactive components.
- An interactive AR model where you can interactively walk through various unique selling points of the bicycle. For this, we have a partnership with Jigspace, of which we are the first Agency Partner.
We are personally very happy with this last point, because it is currently super unique. Indeed, normally webAR cannot be interactive without downloading a special app. Our collaboration with Jigspace, and the technology they have developed, allows us to do numerous cool things that are not possible on other platforms.
The goal of this project?
Contribute to the launch of the S5 and A5 to gain awareness and traction with the target audience, ultimately increasing bicycle sales. The numbers from the last campaign are not yet known, but an ROAS of 800% and the fact that we have since released every bike in AR says it all.
What led to that success?
Using the chosen techniques of webAR, Spark AR for socials and Interactive AR via Jigspace are all incredibly effective ways to present a product like VanMoof’s bikes to potential buyers. The impact of a 3D model in one’s home compared to a normal advertisement is immense. People are so much more inclined to purchase if they feel they have really seen something. In addition, the modern and innovative way of advertising also plays a role in the impression such a campaign makes. AR models are just bold. Point.