Mulia Group uses augmented reality to promote Exchange 106 project
RECENTLY in The Star, Mulia Group once again broke ground, this time in combining three marketing media in one campaign. The advertisement for The Exchange 106 tower in page 24 of the publication was the first and most conventional medium. On the advertisement was an instruction to download a mobile app to scan the picture in the advertisement. This second medium was and augmented reality app which led the reader into the third medium, a video on the progress of The Exchange 106 construction. In a collaboration with local app developer e-intro, Mulia Group is leading the way onto the next mass media platform with the use of augmented reality (AR), an innovative and interactive way of layering information over fixed visual or even objects in real time, so that the user view enhanced information about the object. The most prolific use of AR of late, has of course been the Pokemon Go® trend. In this instance, Mulia Group has used this platform to run an informative two minute video on the project.
The group is aware of the vast capabilities of AR and will be looking to apply this hot new trend of AR to other opportunities and environments.
It is the developer of The Exchange 106, the new iconic tower in the Tun Razak Exchange, Kuala Lumpur, set to be the next tallest building in Malaysia and South-East Asia and touted to be the most luxurious office skyscraper in the world. The Exchange 106 will be completed in the second quarter and for occupancy in the third quarter of this year.
e-intro is an IT based company incorporated in Malaysia and its customers range from companies in the F&B sector to property developers and even big and small scale industries.
The app is an AR app which integrates digital visual contents into the real world environment. In layman’s term, bringing print to life.