How NBC Universal used AR to promote the launch of the new Jurassic World film
Unilever, a British multinational consumer goods company, approached Zappar Creative Studio to create a multi-market experience for their LYNX/Axe AI campaign. The experience was featured in Germany and the UK.
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Unilever approached Zappar to create an immersive experience for the promotion of their new special edition product called ‘LYNX AI’ (AXE AI around the world), developed using artificial intelligence to be the perfect scent ‘created by robots for humans’. The experience needed to not only match the innovation of the AI technology but boost user engagement and in some markets capture valuable 1st party data through competition.
Increase customer engagement with their newest product post purchase.
Drive increased product sales through brand awareness and incentives.
Collect data 1st party data post purchase through competition entries.
The campaign was designed to have two versions, one to be launched in the UK focused on a competition in partnership with UK rapper Aitch and another for other markets around the world to generate buzz and engagement through eye-catching on-pack effects.
Delivered via WebAR for a seamless launch, customers could scan a code on the pack and spray a virtual can utilising partial effects to create a realistic mist, in the UK this would then reveal a code for a chance to win an iconic house party with Aitch. The UK experience was also accompanied by a volumetric video of Aitch, introducing Axe A.I. and the competition.
When UK users tap to reveal the code, animated spray particles stream out of the can and collide with an invisible 3D phrase which then reveals the code word floating in gyro space. Customers can then enter the competition via the touchpoint and puts their code and contact details in, capturing that valuable 1st party data in an engaging way. Whilst the competition and Aitch involvement are only for LYNX UK - the spray can and particle experience is being rolled out to other markets for the AXE. Currently, live in Germany.
This experience was launched in multiple markets and has seen high levels of success. With over half the users that started the experience entering the competition and a high scan rate.