Amazon Prime - Movie AR Game
Hyping India's first direct-to-digital movie release using a multi-player AR game based on the movie plot.
Background: Bollywood's first direct to digital release movie 'Gulabo Sitabo' is a quirky slice of life story where Mirza- a 75 year old landlord and Baankey- a shrewd tenant are like real life Tom and Jerry who are always bickering with each other over the old Mansion they both live in.
Objective: Create awareness and action intent to watch the movie during launch to post-launch phase.
Idea: The Idea of this AR game came from the show plot: the fight between landlord and tenant over the old Mansion they both live in. We created a two player immersive obstacle-based AR game where players could pick a character - Mirza or Baankey (landlord or tenant) and race for the Mansion. It was promoted via AR ads, top influencers and branded content.
We illustrated a 3D version of the city with elements from the movie including the Mansion, goats, bulbs, balloons even the buildings in background were taken from the old heritage city of Lucknow.
Credits: Meta Creative Shop in collaboration with Pivotroots and Ronin Labs (AR developer).
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Vodafone Idea - Tongue Twister AR Challenge
A bilingual 'Fastest Tongue Twister AR Challenge' to demonstrate fast 4G.
Background: Vi (Vodafone Idea) wanted to carve out a distinct brand identity for its fastest mobile data services - GIGAnet.
Objective: Build brand consideration for Vi by positioning GIGAnet as the fastest 4G service in India. Across very broad target audiences. Something that brings together young and old, male and female, rural and urban.
Insight: Tongue Twisters are an inventive game that is as old as language and deep rooted in Indian culture. The underlying principle behind the game is to say it as fast as possible. (Saying 'She sells sea shells...' slowly is easy).
Strategy: Blend Influencer Marketing with AR.
Idea: Fastest Tongue Twister AR Challenge: Using India's 20 top Instagram influencers, we created a bi-lingual (Hindi + English) AR game that challenged people to articulate popular Tongue Twisters as fast as possible.
The AR experience had 3 modes: Slow, Fast and Giganet. The fastest mode represented Vi's GIGAnet.
Strategy: Blend Influencer Marketing with AR.
Idea: Fastest Tongue Twister AR Challenge: Using India's 20 top Instagram influencers, we created a bi-lingual (Hindi + English) AR game that challenged people to articulate popular Tongue Twisters as fast as possible.
The AR experience had 3 modes: Slow, Fast and Giganet. The fastest mode represented Vi's GIGAnet.
Credits: Meta Creative Shop in collaboration with Ogilvy, Ronin Labs (AR developer) and Kinnect (Influencer agency)
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Vivo X50 Launch
Engaging Instagram's travel photography community using AR + MR 3D immersive experience to launch a high-end camera phone.
Background: Vivo X50 phone is perfect for travel photography with features like Anti Shake Gimble Stabilization, 0 Lux Night Mode, Astro Mode etc. In an ideal world, you'd like to test these features out before making a purchase. With a stringent lockdown in place, Vivo's only hope was to bring X50's features to life virtually.
Objective: A) Launch a new product: build awareness and top of mind. B) Engage and encourage the Indian travel photography community on Instagram to try out X50’s new camera features.
Insight: This community feeds on destination photography and lives vicariously through travel influencers. There's immense frustration at a) being denied an entire season's worth of content b) many influencers still posting archival content with hashtags that are a bit 'tone deaf'. AR travel feeds into the content vacuum without actively (irresponsibly) encouraging travel.
Idea:
Strategy: a) Bring the virtual demo as close to reality as possible. b) Penetrate the Indian Photography Community through top Indian travel photographers on Instagram.
Idea:
AR Travel - 'AR'ound The World In 30 Sec
A gamified AR + MR (Mixed Reality) experience that takes users to an immersive 3D spatial nightscape to try out the X50’s camera features. Launched as a travel photography contest through India's top Instagram travel photographers where users had to spot wonders of the world while trying out camera features in the virtual space. The lens replicated the exact UI of the phone.
Along with tons of UGC and media attention, the campaign's BLS lift in ad recall was 5.5 point vs 4.6 point of APAC benchmark.
Credits: Meta Creative Shop in collaboration with Avataar (AR developer) and BITM.
Credits: Meta Creative Shop in collaboration with Avataar (AR developer) and BITM.
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Maruti Swift 2021 Launch
AR Spark gamification that brings to life key features of Swift to life in the most interactive way possible. Explore color options, interior and even features like Cruise Control and Idle-Start-Stop. Don't forget to collect the coins to increase score.
Credits: Meta Creative Shop in collaboration with Avataar (AR developer).
