E-plus Promo, Case study BASE AUGMENTED REALITY by Initiative

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Industry Mobile Communications
Media Promo & PR, Case study
Market Germany
Agency Initiative
Producer Gerrit Haaland
Released March 2011

Credits & Description

Category: Best Localised Campaign
Advertiser: E-PLUS
Date of First Appearance: Mar 12 2011
Entrant Company: INITIATIVE MEDIA, Hamburg, GERMANY
Digital Strategist: Nicolas Roemer (Initiative Media)
Digital Strategist: Brinja Schirrmacher (Initiative Media)
Digital Intern: Veronika Vass (Initiative Media)
Junior Consultant Customer Services: Nina Graf (Initiative Media)
Manager Customer Services: Tina Espelage (Initiative Media)
Creative Lead: Ralf Post (engram)
Consultation & Conception: Stefanie Hahn (engram)
Producer: Gerrit Haaland (imagefilm)
Media placement: Mobile Campaign - www.junaio.com - 14. 3. 2011
Media placement: Out Of Home - Billboard - 14. 3. 2011
Media placement: Social Media Promotion - www.facebook.de - 21.3.2011
Media placement: Social Media Promotion - www.youtube.de - 21.3.2011

Insights, Strategy & the Idea

BASE is situated in a very competitive market. To generate new market share they have to inspire with unique and innovative, never attempted approaches. This campaign utilizes new technology, merging two existing media tactics into a stronger targeted one: out of home advertising and mobile, a simple message in a new approach. The augmented technology is new to Germany and had never been seen on OoH.

German Carnival is a regional affair. Cities like Cologne and Düsseldorf go completely berserk – other big cities skip the whole thing. Catering to Carnival fans in cities without Carnival, BASE brings the “Karneval” event to their town.

We raised curiosity with a simple billboard displaying an oversized AR-code marker and easy to follow steps to initialize the AR-technology. The billboard was positioned in a hip neighbourhood to reach a target audience of young and well-off people with smartphones.

Creative Execution
The billboard creative is kept very simple, with the AR-Code-Marker and easy to follow steps to scan and view the AR-technology.
The program displays the BASE iconic flower blooming, displaying a greeting “Karneval” message from BASE and “Karneval” gear for user to position his/her friend and get a snap shot under the gear. The snapshot can be uploaded to one's social media pages.
In addition there is a link to a “ask a mobile professional anything you always wanted to know about mobile” blog a click away on the display screen.

Results and Effectiveness
The creative on the billboard was displayed for one day. 12,2% of the daily contacts requested the AR-software, resulting in a total of 258. The campaign video aired on Facebook and YouTube, and the marker was printed on free cards and coasters. Thus these supporting campaign activities generated an increase of requests over the following days.