Christmas AR experience for shopping centres
Increasing interest: Augmented Reality Experience as POI Campaign01
Client
ECE Group GmbH & Co KG
Leadagency
EAST END COMMUNICATIONS GmbH
Our task
Conception / UX & UI Design / Development
Everyone is talking about it. We do it. Successful digital activation at the POI. Working with lead agency EastEnd, we developed an interactive POI campaign for our client ECE for shopping centres across Germany. The aim was to activate visitors to the shopping centres during the Christmas period with the help of a low-threshold augmented reality experience.
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The interactive AR application consists of two different game options linked to an attractive competition. Three different face filters are also part of the application. The company benefits from user-generated content, as users’ individual photos with the AR filters are shared on social media.
Diversified gamification
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3D elements
In terms of the aesthetic design of the application, the focus was on high performance, high quality 3D elements that fit perfectly into the glossy shopping centre environment. Particularly in a POI campaign, the harmonious aesthetics of the integrated elements play a key role in terms of customer impact and ultimately the success of the application.
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Intergenerational AR
In our application, the very broad and diverse user group in terms of digital maturity and expectations of the application was a particular challenge. By placing the AR markers in shopping malls, all generations from Gen-Z to Baby Boomers were targeted. The goal was: Our low-threshold application with a very high entertainment factor would neither overchallenge nor underchallenge the user.
POI with a difference
The right use of a digital application in the form of a POI promotion can be a critical factor in driving sales and communicating information. With a low-threshold augmented reality experience, we achieve over 190.000 unique visits and 63% conversion in less than 6 weeks of promotion.
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