RTT Develops the First Configurator App in Video Game Style for Opel

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"ADAM & YOU" iPad™ app enables virtual test drives, supporting the configuration and decision-making process


"The new Opel ADAM is the perfect car for the young trend-conscious and tech-savvy generation..." explains Annette Elberskirch, CRM Digital Manager at Opel.

RTT (http://www.rtt.ag), the leading provider of high-end 3D visualization solutions, has created the ADAM & YOU configurator app in the style of a computer game for the launch of the new Opel ADAM in Europe. In doing so, RTT combined technologies such as the Unity 3D game engine with high-end 2D visualizations of the model and its surroundings. By including a virtual test drive function, ADAM & YOU provides a wholly new, dynamic experience of the automobile during the configuration process. The result can be shared and discussed with friends via various social media channels. Available in seven languages, the app's successful launch and the extremely positive user response have now led Opel to initiate the development of other app versions for Android-based mobile end devices and the iPhone™.

"The new Opel ADAM is the perfect car for the young trend-conscious and tech-savvy generation. In order to tap into this target group and attract additional potential customers, we have extended our conventional marketing strategy to including an application for the Apple tablet. The app enlivens the configuration process by adding the fun of a computer game, thereby supporting the customer's purchase decision process. In developing the app, we were able to rely entirely on the resourcefulness, high-quality implementation and technological expertise of our longstanding partner RTT," said Annette Elberskirch, CRM Digital Manager at Opel.

ADAM & YOU combines the functions of an online configurator with the emotional kick of a video game: users start by selecting an Opel Adam from 50 preconfigured models. They can then test drive the selected model as desired. A number of different icons are provided to vary the test drive situation, enabling the the recreation of different scenarios: there is a day and night mode, for example, and it is possible to change to a 360-degree all-round view of the car. In terms of audio features, a selection of tracks is available to compile an individual playlist to listen to during the test drive. A particularly ingenious feature is the tablet functioning as the steering wheel: holding the iPad at each end, the virtual car can be steered in the normal manner, thus immersing enthusiasts in the ultimate driving experience. As soon as users have found the model they like best, they can then finalize the selection of details with the help of the online configurator.

RTT developed the app in collaboration with Sevenval (http://www.sevenval.com), a leading European technology specialist and solution provider for mobile, multichannel web, and mobile marketing solutions. The innovative integration of 2D and 3D environments ensures a particularly high-quality graphic display. RTT was responsible for the visual preparation of the 50 different Opel Adam models, as well as the entire Unity 3D environment. The highly realistic interior images were generated using the RTT DeltaGen visualization software, while the exterior was created with the 3D game engine. Here, Sevenval was responsible for the 2D environment.

The app supports the launch of the Opel ADAM in some 35 European countries - including Germany and the UK, the core markets for Opel and the British GM subsidiary Vauxhall. The app is available online in German, English, Dutch, Polish, Portuguese, Spanish and Turkish. In response to the positive response among users, Opel is now looking to offer other ADAM app versions for Android and the iPhone.

"Product customization is currently one of the hottest trends in the automotive industry. The integration of gaming elements meets the customer demands for maximum personalization, as well as the desire to explore the product in an emotional, exciting and entertaining way. The instant acceptance and enthusiastic response to the app indicate that ADAM & YOU has struck just the right chord with the target group. As far as RTT is concerned, this project marks another highlight in its collaboration with Opel", says Philipp Krambeer, General Motors Europe Account Manager with RTT.

The Opel app ADAM & YOU" is now available for download free of charge at http://itunes.apple.com/de/app/adam-you/id625275894?mt=8.

iPad and iPhone are trademarks of Apple Inc.

About RTT
RTT is the leading, one-stop-provider of high-end software, consulting and creative services in professional, 3D visualization. As a strategic partner, RTT offers sustainable, effective and seamless process support across the entire product lifecycle with its holistic approach. As a result, products are developed faster and more cost-effectively while time-to-market is significantly reduced. Through creative, photorealistic CGI implementations RTT enables innovative sales and marketing advantages and new dimensions of emotional brand staging. The Group´s customer-base includes companies like Adidas, Audi, BMW, EADS, Electrolux, Ferrari, General Motors, Harley-Davidson, Porsche, The North Face and Volkswagen. RTT AG was founded 1999 in Munich.

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Damon Flemings
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