A
leading global supplier of liquid and powder coatings, Axalta Coating
Systems provides their customers with the best products created, applied
with the most advanced, cutting-edge techniques available.
Wanting to showcase their innovations at their new Customer Experience
Center exhibit at the Hendricks Motorsports Campus in Concord, NC, the
group partnered with the leaders in augmented reality (AR) at Balance
Studios and the experiential experts at Group Delphi, to let visitors get up close and personal with the top brand's coatings and processes.
The
Balance creative team used object tracking off of 3D models of vehicles
from the industries that Axalta specializes in: transportation,
construction,
emergency and recreational. Visitors approach the large-scale model kit
and activate the experience using a provided iPad; then, the magic
begins. As the user holds the iPad over the physical, grey-colored
yacht, train, dump truck, semi or fire truck, photo-real
models appear in place of the physical model in an AR space.
Users
select a vehicle and a short animation explains the different Axalta
paints, primers, and other products used in the particular industries.
During the animation, the user is also able to
move around the model kit to see additional details. If visitors didn't
want to activate from the model kit, the group created a secondary
experience where guests could learn about the various coatings used for
each industry at a normalized reading level.
Balance
was on-hand at the opening of the Customer Experience Center and the
event was broadcast by ESPN with special guests including Jeff Gordon,
Rock Hendrick, and Michael Carr (Axalta Chairman and CEO).