Client: Atrium Poland | Agency: Walk | Service: Art Direction & Design for campaign | Year: 2021
TASK:
Preparation of a campaign to promote the exhibition using technology Augmented Reality.
The challenge was large and complicated, as the campaign lasted for four months, took place in several shopping centers and required a wide variety of advertising materials.
goals:
The goals of the campaign were several. The most important of these were: to create attractive entertainment for entire families, to promote smart fun, combined with care for ecology and education, to generate content for social media channels, and attracting as many customers as possible to all the centers.
Idea and execution:
"The Color Center of the World" campaign is a journey through the exotic world of animals.
The mechanism of the "journey" was very simple. It was enough to install a dedicated application
on your phone, and then scan the QR code, which allowed you to enter the virtual world.
The fun consisted of searching for animals, hidden on the center's grounds, and discovering interesting facts related to them.
The mechanism of the "journey" was very simple. It was enough to install a dedicated application
on your phone, and then scan the QR code, which allowed you to enter the virtual world.
The fun consisted of searching for animals, hidden on the center's grounds, and discovering interesting facts related to them.
We created special packages for each center to "operate" the exhibition. The set of materials included: welcome posters, information stickers for the floor, flyers, plotted animal-shaped stands, roadmaps with play instructions, maps with marked play points, and floor stickers for scanning QR codes and displaying animals in the app. In addition, we took care of materials for children: masks with images of animals, posters with animals, diplomas, which also encouraged participants to take photos and videos. As part of the ATL campaign, we prepared several versions of graphics for OOH, and for digital activities - static materials and a video spot.
result:
Customers appreciated the abundance of nature displayed in this way, visiting the malls in large numbers and eagerly sharing photos and videos on social media, and the exhibition has been adapted to 12 shopping centers.
Numerous portals took an interest in the campaign and presented the exhibition on their sites.
In addition to the sales benefits, the brand also gained in the ESG dimension - as one that draws attention to the pro-environmental and social aspect of its activities.
In addition to the sales benefits, the brand also gained in the ESG dimension - as one that draws attention to the pro-environmental and social aspect of its activities.
Thanks for watching!
