Experience Augmented Reality with AEG

AEG unveils UK’s first ‘Magic Mirror’ outdoor augmented reality campaign

Today, AEG, one of the UK’s leading home and kitchen appliance brands (part of the Electrolux Group), is set to give consumers a treat as it brings its world-leading appliances to life using innovative augmented reality (AR) that has never been seen before in the UK.

In a bid to bring this technology to consumers and take customer engagement to the next level, AEG is partnering with world leading 3rockAR to deliver an unforgettable augmented reality experience every 10 minutes for two days at London’s Kings Cross station.

To activate the technology, consumers will need to stand in front of the ‘Magic Mirror’. Once in position, they will be able to watch in awe as the mirror brings to life 3D animations around them, transporting them into another world.

3rock’s Magic Mirror and bespoke content is shown with crystal clear graphics, all without the need for any headsets or app downloads. The quality of this technology makes it the most interactive version of augmented reality in the world today.

Two creatives will be alternated throughout the two days, allowing consumers to learn about AEG’s new Mastery Range and Laundry Series in a completely unique way:
- Demonstrating the cooling power of the innovative CustomFlex fridge-freezer, the ‘Magic Mirror’ will create the illusion of penguins climbing out of the appliance with the addition of falling snow
- In a nod to its Swedish roots and to highlight AEG’s commitment to developing sustainable, energy efficient products, users will see the new Laundry Series in a completely natural setting. Surrounded by beautiful waterfalls and wild deer, the content emphasizes the message that AEG provides maximum care for clothes as well as the environment

Smriti Edwards, Senior Consumer Marketing Manager UK & IE, comments: “AEG is all about forward-thinking technology and we pride ourselves in being able to offer consumers innovative, highly responsive household appliances to meet their needs.

“We are delighted to be working with 3rockAR and their world class production capabilities to engage with consumers on another level. The activity is designed to help them understand the power and benefits of AEG technology in a format that’s fun, engaging and fully interactive – giving them an experience they will never forget.”

Ian Brookes, Director of 3rockAR, comments: “Having had a huge amount of success worldwide, we felt that it is now time to launch our pioneering ‘Magic Mirror’ technology in the UK. We chose to partner with AEG for this as we saw symmetry between its technological advancements from a product and development standpoint, and where we sit as the undisputed number one in augmented reality technology. The ‘Magic Mirror’ doesn’t only stand out from the crowd, it is memorable, shareable and exciting.”

As well as using AR as part of this highly engaging consumer campaign, Electrolux is also introducing the technology on a wider business scale to speed up the maintenance process of machinery and keep production lines rolling.

Recently rolled out in 16 of its factories across Europe, the Middle East and Africa, Electrolux has implemented Tempestive Reamplia, a mobile app that uses AR to help in-field technicians. The on-site technicians wear a pair of smart glasses or use a tablet to film what they can see in real-time to an expert engineer at a different location.

AEG augmented reality is taking place in King’s Cross station on Monday 13th and Tuesday 13th November between 8am and 11pm, the activity is set to be seen by approximately 150,000 passers by each day.