Technologies like QR Codes and Augmented Reality are old. They are not the new kid on the block anymore. They have been used, abused and overused. So when a brand decides to use it for their campaign, you know you will have to offer something extraordinary to catch people’s attention. From sharks to Victoria Secrets angels, the best seem to have already been offered by QR Codes and AR.
There are different ways on how to do it. A brand could go grand and big the size of Hulk and Optimus Prime walking on Times Street or go small but heart warming and cute the size of Mickey Mouse and Donald Duck dancing the Gangnam.
Many brands seem afraid to choose either of the paths and opts to go in the middle, the mediocre path, the safe path and that’s why many don’t succeed.
Luckily ARworks isn’t one for mediocrity. When a giant retail chain SPAR approached them, they decided to go big the size of whales, dolphins and the deep blue sea.
The Whole Campaign
The AR App was actually a part of the general campaign that involved people collecting stickers for a book called Ocean Mania. There are 200 stickers to collect. People must put the sticker on the corresponding number indicated on the book. They can get the stickers each time they buy something from SPAR. The book will form a great whole picture of the deep blue sea.
To augment the campaign, ARworks was tapped to take that book to the next level. ARworks decided that if the book can be brought back home and practically anywhere by the owner, so does the ocean. People were allowed to download the app and when they run it, they will see animated sea animals swimming around their house. That includes all the great, wonderful and scary creatures like Whale, turtle, dolphin, dugong, murena and others.
To take simulate the experience of actual diving, people must “come up for air” after 1 minutes.
The Deep Blue Sea Wherever You Go
There is something enchanting about sea creatures and it cuts across all personalities and across all segments. To be able to bring that experience to everywhere you go isn’t just entertaining for the person who has the phone but also to other people that this thing may be shared to.
ARworks went big and went creative and they won. Future AR campaigns should look at this for their next campaign. Never settle for mediocrity.