Augmented Reality Advertisement on Android as A New Marketing Strategy (ReADroid)

Augmented Reality Advertisement on Android as A New Marketing Stategy is a
project to study the effectiveness of using augmented reality technology in marketing
strategy based on the prototype being developed called Augmented Reality
Advertisement on Android (ReADroid). ReADroid is an Android application for
chocolate based advertisement which animate when ttre smartphone camera is
pointed to the chocolate wrapper by using augmented reality (AR) approach. In the
conventional physical advertising method which mostly dull and static, viewer has
high tendency to ignore without gving any bodily responses towards the
advertisement. This problem leads to viewer difficulties to remember the
advertisement well. By creating and developing an interactive and engaging AR
advertising application, ReADroid ensure that half of the advertisement viewers
remember about the advertisement. As a little number of researches has been done to
investigate the effectiveness of AR advertisement, this project is contributing to the
evaluation on the usability and receptivity of users towards the AR advertisement.
Men and women between 15 to 35 years old are the main target goup that will b€
using ReADroid on their Android smartphone to see the AR chocolate based
advertisement on the chocolate wrapper. [n order to facilitate the requirement
changes, ReADroid development is based on the modified version of Waterfdl
Methodology Model called Sashimi Methodology Model. Based on the data
gathering and analysis, by using Qualcomm Augmented Reality (QCAR) as the AR
framework, together with unity 3D Pro, Blender and Android softrrare
Development Kit (SDK), ReADroid satisfy more than 50 respondents' needs by
allowing us€r to criticize or praise the advertised products directly at the
advertisement, play the garnes provided, view the promotion or visiting the advertiser
website. As conclusion, this interactive application will solve the ineffestiveness in
conventional physical advertisement, thus creating bigger plaform for business to
acquire more profit.