THE EXPAIRYMENT
Nestlé's re-designed 'Crispy Shark' launches an all-new airy wafer ...
... with a bus stop take-over in the heart of Shanghai's new media district. The stop's glass roof is replaced with an AR screen. In combination with an overhead camera live feed, passers-by are made to believe that objects – and even a person – are falling from the sky – until the Crispy Shark lets our hero take a bite, making him 'float away'.
In subway connectors in Beijing, Shanghai and Guangzhou lenticular technology is used to let a wider audience experience the airiness of the wafer.
A QR code at the end of all communication materials drives users to an H5 platform, where they can learn more about the product. A mobile game brings the stunt to life for everyone who can't experience it on location.
Results:
18% increase in online sales
1,4 Million people reached via live broadcast
50 Million online views
Market:
China
