Introduction to Time Travel with Cartier
Cartier is taking a singular approach to showcasing its iconic Tank watch by launching a brand new campaign that utilizes augmented reality (AR) on Snapchat. This revolutionary campaign allows users to travel through time, exploring the history of the Tank watch, which was first designed by Louis Cartier in 1917. By using Snapchat’s featured Lenses, users can experience different eras, from 1917 to 2023, and witness the evolution of the Tank watch.
The AR Experience
The AR experience begins in 1917 on the Alexandre III bridge in Paris, where users find themselves in a black-and-white landscape harking back to an old photograph. As users move their phone around, they’ll enjoy a 360-degree view of the town suspended in time. By tapping on a degree further down the bridge, users can jump to 1936, where the environment transform into color, and the garments and cars change. This time-traveling journey continues, allowing users to go to 1977 and at last 2023. Throughout the experience, the Cartier Tank watch stays at the underside of the screen, updating its design with each leap through time. When users reach the current day, they’ll virtually try on a big, shiny version of the Tank Française, which the brand reissued last month.
Luxury and AR: A Growing Trend
Geoffrey Perez, head of luxury at Snap, believes that this campaign demonstrates the potential of AR for luxury brand storytelling and driving sales. He notes that AR has evolved from being a novelty to a great tool, and its capabilities will proceed to enhance as technology advances. Currently, AR may be glitchy and struggles with mapping to a user’s body, but it surely is rapidly progressing. The growth of wireless web speeds and enhancements in smartphone cameras are expected to boost the AR experience, making it more realistic and immersive.
The Benefits of AR for Luxury Brands
Luxury brands like Gucci and Dior are already exploring using AR for virtual try-on experiences, particularly for categories like footwear and makeup. Farfetch acquired Wanna, an organization specializing in AR experiences, to integrate it into its e-commerce platform. The goal is to spice up conversion rates for categories like sneakers, watches, and sweetness. According to Perez, Dior’s use of virtual try-on on Snapchat for its B27 sneaker launch generated $6 in sales for each $1 spent on promoting. While it stays to be seen whether Snapchat’s young audience will purchase Cartier watches after an AR try-on, the engagement and growth of AR technology are expected to proceed.
Challenges and Limitations of AR
While AR excels in categories like sneakers, jewelry, and sweetness, it still faces challenges, particularly with apparel. Mimicking the consequences of gravity and accounting for individual body variations are significant hurdles. However, Snap is working to beat these limitations by introducing higher body-tracking tools and acquiring specialists in online sizing technology. The regular progress of digital technology, including the rollout of 5G wireless networks and enhancements in phone cameras, is predicted to boost the AR experience, making it more realistic and immersive.
The Future of AR
The next step within the evolution of AR is to free it from the constraints of a smartphone screen. Apple’s rumored mixed-reality headset and Snap’s AR glasses, Spectacles, aim to remove the friction between the true world and the web world. As AR technology continues to advance, we will expect to see more revolutionary applications of this technology in the luxurious industry and beyond.
Conclusion
Cartier’s use of AR to showcase its Tank watch is a singular and revolutionary approach to storytelling and sales. As AR technology continues to evolve, we will expect to see more luxury brands embracing this technology to boost the client experience and drive sales. While there are still challenges to beat, the potential of AR is vast, and its growth is predicted to proceed in the approaching years. As the technology advances, we will anticipate more immersive and realistic experiences that blur the lines between the physical and digital worlds.
