Sharaf DG released an ad in the Friday, 30th August issue of Khaleej Times, which offers readers the opportunity to play a video on printed paper. Yes, you read that right.
When readers scan the QR code on the printed ad, a video ad spot starts playing within the confines of the print ad space on page.
The mixed reality ad experience was developed by the electronics brand, in partnership with AI-powered mixed reality publishing platform Flam, to promote a ‘Back to School’ offer introducing AI personal computers to the region.
“Since the content is rendered directly on camera, it offers users an incredibly immersive experience that bridges the digital and physical worlds,” said Shourya Agarwal, Founder and CEO of Flam, an AI-powered mixed reality publishing platform.
“The technology harnesses real-time image recognition and tracking, allowing content creators to craft everything from dynamic videos to stunning 3D visuals,” he added.
The ad was designed to promote Sharaf DG’s current ‘back to school’ offer titled ‘The Biggest Exchange Program of Windows Laptops’.
Sharaf DG said it wanted to announce this launch in a never-before-seen format in the Middle East. The brand also claimed that with the advent of AI PCs, it expected the buyback initiative to see a multifold growth in adoption of the latest tech.
The benefits of mixed reality advertising
As a young brand in the region, Sharaf DG aims to redefine the boundaries of innovation. According to the brand, this mixed reality print ad is the first ever in the region.
Using this new ad format, Sharaf DG was not only able to captivate users, but also measure its ROI with real-time analytics of a print format.
“Flam’s mixed-reality ads come with built-in analytics that provide real-time data on how users interact with the content. From tracking engagement levels to analyzing which elements attract the most attention, this data helps brands understand what works and what needs tweaking,” said Agarwal.
According to Flam, the ad is set to witness a 37x higher engagement for a print ad format.
“Usual QR codes show a 0.1% scan rate. Flam codes have shown a minimum of 3.7 per cent to 10 per cent scan rate,” said Agarwal.
How do mixed reality print ads work?
As most advertising begins, “It starts with a bold idea—turning print or OOH ads into immersive stories,” Agarwal said.
Explaining the process of how designers map out the journey, Agarwal said that Flam uses simultaneous localisation and mapping (SLAM) technology and perception engineering to merge digital with the real world. This enables brands to blend physical and digital elements to create a ‘captivating narrative’.
The result?
“An ad that seamlessly integrates with your surroundings, making the experience feel natural and interactive,” Agarwal said.
He also explained, “rigorous testing ensures everything runs smoothly, creating a seamless and intuitive experience across devices and environments.”
What does this new format mean for the Middle East?
“The Middle East has a young population that’s enthusiastic about new technologies. Mobile mixed reality is perfectly suited for this demographic, offering engaging and interactive experiences that align with their digital lifestyle and curiosity for cutting-edge tech,” Agarwal said.
He explained that using mixed reality technology, advertising in the region can soar to new heights by creating shareable, immersive content.
“Imagine interactive ads or branded experiences that users can easily share on platforms like Instagram and TikTok, amplifying brand reach and engagement,” he said.
Mixed reality technology also has the potential to reinvent the region’s e-commerce landscape.
“As online shopping continues to grow, mobile MR can transform the e-commerce experience. Virtual try-ons, interactive product demos, and immersive shopping experiences can enhance customer engagement and drive sales,” Agarwal concluded.
