Great AR wall of Amazon Smbhav

client

Amazon

solution

Interactive AR wall, VR experience

Amazon Smbhav is an annual summit hosted by Amazon to showcase its groundbreaking initiatives that drive economic growth in India. For the fifth edition, Amazon unveiled plans to strengthen its logistics network, including Amazon freight and Amazon shipping services to enable quicker intra- and inter-city deliveries. This initiative allows businesses to leverage Amazon’s freight services to ship their products across India efficiently. In collaboration with Communique marketing solutions, Ink In Caps played a pivotal role in bringing this showcase to life.

Objectives

Amazon’s primary objective was to communicate the capabilities of its advanced Amazon freight and Amazon shipping network. This initiative aims to raise awareness among small and mid-sized businesses about the extensive reach of its fleet, which spans trucks ranging from 5 to 40 feet and covers over 14,000 pin codes all over India. Our role was to create an engaging and educational experience that effectively showcased these capabilities.

Execution

To bring Amazon’s story to life at Smbhav, we developed an immersive Augmented Reality (AR) experience that captivated attendees. Using tablets provided at the zone, attendees could scan one of three interactive walls, revealing 19 individual touchpoints. Each touchpoint triggered a voiceover that explained a specific step in Amazon’s logistics journey, from the seller’s manufacturing unit to the buyer’s doorstep, the touchpoints covered the entire journey of everything between them. The experience was initially designed to last approximately 10 minutes. However, the depth of Amazon’s logistics story would not be done justice in less than 19 touch points, so it was extended to 15 minutes with visitors getting the option to skip parts. Additionally, the exhibit featured a VR experience offering a detailed view of Amazon’s fulfilment centre. You can read more about it here (add a link to Amazon SMBHAV 2023).

Technically Sight

To bring the AR experience to life, we harnessed multiple AI pipelines for efficiency. Texts and icons were refined and animated manually in Blender by our 3D team. In Unity, we created a premier material subset with lighting inspired by the previous year’s Smbhav, ensuring consistent lighting at the event. The animations were compiled into an application, segmented into three main parts with multiple subparts, and extensively tested before being installed into six iPads. For object and image tracking, we utilised ARKit and Vuforia in tandem, resulting in seamless integration and smooth functionality. We realised that locking the 3D elements 6-12 inches away from the wall made for the best experience.

Result

The AR experience was a resounding success, with over 3,500 visitors exploring Amazon’s logistics through the 19 touchpoints. The detailed journey, from manufacturing to delivery, left a lasting impression, effectively communicating Amazon’s logistical prowess.