As part of the continuous drive to increase awareness and inspire action against drunk driving, Independent Events (IE) recreated the experience of drunk driving by via an Augmented Reality Pop up Shop in the UK. The virtual drunk driven car crashes into Metrocentre store front.
The monitor of their chosen device serves as the storefront that sells car accessories. When the window is uploaded to a tablet or phone, the user will hear a car approaching. The car crashes and broken glasses are scattered across the floor.
They take it a step further by allowing the user to move the device around and see thing happen from different angles.
The main target market is 17-25 yr olds. This is what inspired them to create a 3D experience to delivery the message through an interactive set up like augmented reality instead of the traditional below the line or above the line advertising campaigns.
They needed to create something that is interesting enough for people to actually stop and check it out. When they get people’s attention, they needed to make sure they have feel as if something is at stake and they need to see what they have to offer or miss the chance.
After all that, they needed to make sure their experience is good enough to inspire them to tell other people about it and get themselves some free marketing.
Getting It Right
Independent Events knew that even if augmented reality is a cool technology, using it wrongly will only lead to poor engagement and failure to deliver the message. So many campaigns push their app to the public without even asking for the public for permission. It turns the audience off.
The order of the day became to make sure that people will be in total control as to when they want to download the app BUT also to make sure that people will actually be interested in the app.
They made this possible by combining the technology with warm bodies. With brand ambassadors scattered around the event area, it became easier for people to approach the event area and express intentions of trying the product.
There is really nothing unique or new about Augmented Reality. The quality of the visuals isn’t that stunning, either. In fact, it was very raw, almost as if an college student did it instead of professionals.
The success of the campaign lies in the balance between warm body and technology. Users are able to converse and directly ask questions to the brand ambassadors whenever they need help and want some more information. The lessons and other things that users need to pick up are reinforced by the brand ambassadors.
Independent Events made a basic AR activity interesting and, more importantly, effective. And it all started with a clear understanding of target marketing behavior.
Please see below for the free download links of the Road Respect app available via iTunes and GooglePlay.