Brief
Idea and implementation
Our task was to prepare a campaign promoting the exhibition using Augmented Reality technology. The challenge was big and complicated, because the campaign lasted for four months, took place in several shopping malls and required many different advertising materials.
The campaign had several goals. The most important of them were: creating attractive entertainment for entire families, promoting smart fun combined with care for the environment and education, generating content for SoMe channels and attracting as many customers as possible to all malls.
Solutions
The Colorful World Center campaign is a journey through the exotic world of animals. The mechanism of the “journey” was very simple. All you had to do was install a dedicated application on your phone and then scan a QR code, which allowed you to enter the virtual world. The game consisted of looking for animals hidden in the center, as well as discovering interesting facts related to them.
For each center, we created special packages to “handle” the exhibition. The set of materials included: welcome posters, information stickers for the floor, leaflets, plotted animal-shaped stands, roadmaps with instructions for the game, maps with marked play points and floor stickers for scanning QR codes and displaying animals in the application. We also took care of materials for children: masks with images of animals, posters with animals, diplomas, which also encouraged participants to take photos and make videos. As part of the ATL campaign, we prepared several versions of graphics for OOH, and for digital activities – static materials and boards for a video spot.
Result
Customers appreciated the richness of nature shown in this way, visiting shopping centres in large numbers and eagerly sharing photos and videos on social media, and the exhibition was adapted to 12 shopping centres.
The campaign attracted the interest of numerous portals, which presented the exhibition on their websites. The brand, in addition to sales benefits, also gained in the ESG dimension – as one that draws attention to the pro-ecological and social aspect of its activities.
