• +61 2 9492 1000
  • launch@launchgroup.com.au

Communication services giant to pioneer augmented reality in Australian market

launchgroup.com.au > Blog > Uncategorized > Communication services giant to pioneer augmented reality in Australian market

Communication services giant to pioneer augmented reality in Australian market

launch-admin Jan 30, 2014 0 1433

Communication services giant to pioneer augmented reality in Australian market


·      David Francis to head Blue Star Interactive

·      Former Google Earth Director and AR expert Dave Lorenzini to speak at launch events


Thursday, 30 January 2014: Communication services leader Blue Star Group has today announced the launch of Australia’s first specialised augmented reality (AR) marketing services division under the Blue Star Interactive moniker.


The division will deliver next generation augmented reality and contextual marketing services to brands. It will bring global innovation to the Australian market, helping marketers engage with consumers using the best-in-class technology.


Kim Lykissas, Group General Manager – Sales and Marketing, Blue Star Group, said: “Augmented reality, in conjunction with wearable technologies and the internet of things, will be the largest leap in consumer technology since the roll out of the worldwide web. Our new division will pioneer the most comprehensive AR capabilities in the market, and collaborate with clients on innovation that will move the bar for how brands approach marketing in Australia.”


Blue Star Interactive will offer a range of cutting-edge services from the bespoke development of AR technologies and applications to campaign-based creative and delivery support utilising smart mobile devices. It will leverage Blue Star Group’s unrivalled expertise in design, print and logistics to offer a complete end-to-end solution to clients.


The division will be led by creative technologist David Francis, who has conceived and produced groundbreaking AR campaigns and experiences for 20th Century Fox, Stockland and Target.


Over the past three years he has worked with Silicon Valley-based experts to identify key contextual marketing trends from augmented reality to virtual reality, geo-fencing, blue tooth beacon micro location and adaptive big data. He has also won numerous industry awards for his work in the communications space.


Mr Francis said that Blue Star’s new interactive division would apply augmented reality to help brands bridge the divide between marketing activities and new technologies.


“Every major consumer tech brand is preparing for the explosion of wearable technology and AR, so marketers need to be ready to take advantage of this next wave,” he said. “The way that people perceive and experience the world is going to be shaped by these augmented reality tools. 


“For marketers today, content is absolutely King. But as readers become users and mobile becomes the first screen, context is now Queen. Augmented reality technology allows us to robustly visualize a clear and defined path to purchase using mobile and tablet applications. And it can collect key behavioural data.


“Blue Star Interactive will be completely unique in the Australian market, having the resources and access to global expertise. We will deliver contextual marketing through augmented online and print communications, and will combine these to create the most accountable and measurable media channel in the market.”


To celebrate the launch of the new division, Blue Star Interactive is hosting an invite-only Augmented Reality technology showcase in Melbourne and Sydney in February with former Google Earth Director, Dave Lorenzini.


Mr Lorenzini is an augmented reality expert currently working on creating the “next net” in the world around us, with cutting edge AR and visualization companies. He will be speaking about the future of our digital landscape and where AR fits in the marketing communications market.


– ENDS –


For more information:

Sarah Tsiros – sarahtsiros@launchgroup.com.au or +61 (0) 2 9492 1034 / +61 (0) 466 805 364


About Blue Star Group


Blue Star Group is Australia’s largest and most diverse print communications business. Specialising in print solutions, print management, direct mail and logistics, the group helps thousands of businesses connect with their customers.


Blue Star Group has over 1000 employees who work across its four core divisions: Blue Star IQ, Blue Star PRINT, Blue Star DM and Webstar. In January 2014 the group launched Blue Star Interactive to develop innovation services and technologies in the augmented reality and contextual marketing spheres.