Just when you thought augmented reality (AR) and mixed reality (MR) had fallen off the creative drawing board, Saatchi & Saatchi, in partnership with Vertebrae, a company that creates AR experiences for brands as a form of consumer engagement, is bringing it back to the forefront in a new immersive experience with Japanese auto manufacturer Toyota. Toyota’s immersive AR experience will lead the auto industry in what is sure to be an increasing move toward digital transformation in the form of AR and MR.

Saatchi & Saatchi and Toyota are no strangers to using bold tech in the auto market. Before Toyota’s immersive AR experience, Saatchi & Saatchi had created an immersive print ad that allowed readers to experience the “new car smell,” as well as other tech features. Readers opened the insert by placing their thumbs on a metallic door sensor, which activated a leather scent, measured their heart rate, and sent data to a monitor that registered heartbeat with LCD and sounds. This latest round of Toyota’s immersive AR experience, however, seems to be a truer use-case for AR for the automotive industry at large.

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