Nokia’s Augmented Reality Experience Hits Malls

Have you seen a crazy person? They stand alone in a crowd and move around as if they are holding and interacting with physical objects.

That’s exactly what Nokia Lumia 610 did in their latest campaign and, as it turns out, people quite enjoyed it.

The Background

Product education is one of the hardest advertising objectives anyone can ever take on. It’s boring and the mere fact that it’s so product-centric already makes it hard to market it. There is one way to ensure its success though, make it fun.

When Orange and Nokia partnered to educate Orange’s customers about the functions of the new Lumia 610 phone, they knew that it’s easy to simply get people to pick up their phone and try it. It is natural for customers to test news phones whether or not they have the intention of buying. What they needed to do was make customers test their product longer, realize the advantages of this model over others and develop a higher level of brand experience.

The Execution

Noke and Orange put up totems (screens) on different malls. On it is the new phone surrounded by different menus. It encourages people to stand in front of it for an Augmented Reality Experience. I know what many will say, ‘not another AR’.

Well this one takes it up another notch, they combined AR with gesture control and real time 3D.

Customers need to stand in front of the totem. Customer will then see himself on the screen, surrounded by different menus found in the phone. Using their hands, customers will be able to try out the different menus.

The Result

People like doing silly thing and they don’t mind doing in public for as long as you give them a good excuse. They also like trying out new things, for as long as it is fun and easy. Nokia and Orange were able to put all these things in one campaign.

[youtube http://www.youtube.com/watch?v=q1ZNdJY6VI0&w=560&h=315]

To see more pleas visit: http://www.lemonorange.pl/en/

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