The "Ride the Wave" AR Retail Product Demo launched in Q3 2020 at over 1,500 Lowe's Home Improvement stores. It was scanned over 10,000 times in the first 6 months. In 2022, it was awarded the "Retail AR Product Demo" Category Winner by Horizon Interactive.
Ride the
Wave AR Experience
In Q2 2021, Midea America planned to launch our first nationwide product at our biggest customer Lowe's - the Top Load Wave Impeller Washer. One thing we did not plan on was a Global pandemic. This was an opportunity to showcase my problem solving skills. I created a concept using Augmented Reality (AR) to directly engage in-store customers with a virtual product demo, aptly named Ride the Wave AR Experience.
Company
Midea America
Agency Partner
Groove Jones
My Role
Original Concept, Project owner, Branding, Creative, Retail, Data and Testing.
Objectives and Goals
We were launching our first major appliance with a national retail partner, and due to the COVID-19 pandemic we expected customers would be reluctant to approach a retail sales associate for help or questions.
I needed a way to showcase the Midea Top Load Wave Impeller technology, while maintaining the required six feet of social distancing.
I began exploring technology and digital solutions that could create a fun, and informative experience that was also easy to use.
Research and Insights
A February 2019 Pew Research survey found that "over 81% of adults in the United States own a smartphone."
Despite social distancing and travel restrictions, customers shopping for major appliances were still going to brick-and-mortar stores to make their purchase.
Lowe's Innovation Laboratory was already experimenting with AR in their mobile app, as an in-store "way-finder" experience to navigate their stores more easily.
Virtual and Augmented Reality were immediately explored as solutions. However, AR could be built as an in-browser experience without the need for hardware or a native mobile app.
Paddle in and Ride the Wave.
Concept Pitch
The theme of the experience came to me immediately. The product name is the "Wave Impeller Top Load Washer", as the water motion created mimics a wave. The best way to experience a wave - surfing. The concept was to create an animated surf guide to take consumers on a ride and demonstrate all the benefits of the Wave Impeller technology.
I then pitched Augmented Reality as the best solution, with multiple benefits and advantages. I worked with a fantastic agency out of Dallas, TX called Groove Jones who have expert knowledge on building AR marketing campaigns.