Concept creation // NS Najaars campagne - AR Snapchat Lens
Ook in het nieuwe jaar, zijn we er voor elkaar.
+5PT Lift in Ad Awareness
+8pt Lift in Action Intent
20.16s Average Play Time Lens
NS' Ambition to Reach a New Audience
The Nederlandse Spoorwegen (NS) wanted to shine a positive light on the brand, and create sympathy for the brand itself by targeting a new audience of 18-35+ within a social environment.
Snapchat was the perfect place to reach this audience
Snapchat provided to be an ideal platform for connecting with this particular audience. A multi-product approach was used with Snap Ads, and a gaming lens in which NS' iconic piano was featured. This lens was built using Snap's Lens Studio software to create a fun and interactive game.
The Concept
I was invited to develop the concept for the Snapchat Lens. For the concept I drew inspiration from the popular mobile game TapTap Revenge, which was a hit in 2008 and holds nostalgic value for many in the target audience. The game's reception was generally positive, and it became the most downloaded free game of the App Store for 2008. The Lens aims to capture the essence of TapTap Revenge while adding a modern twist using augmented reality (AR).
Key elements from TapTap Revenge are retained to evoke nostalgia among the majority of the target audience who are familiar with the game. This includes elements like gameplay mechanics, visuals, and music. However, to appeal to a younger demographic and differentiate it from the original game, a modern touch is added through the integration of Snapchat's AR technology.
The inclusion of NS' iconic piano, inspired by a commercial where music played a central role, adds an extra layer of familiarity and nostalgia for fans of the artist. This combination of familiar elements with modern technology creates an engaging and nostalgic experience for users, bridging the gap between past and present gaming experiences within the Snapchat platform.
The Multi-Format Approach Proved to be Highly Effective
The multi-format approach was levering both video & AR. This approach was very succesful, as the campaign significantly shifted Ad Recall (+5pt) and Action Intent (+8pt). In addition, it realized an incremental reach of 46,3% for the Snap Ad, and 24% for the AR Lens. The Lens facilitated a very important interaction function which suited the Snapchat ecosystem perfectly, due to the native look and feel of the AR Lens. This supported interaction, which caused the great average playtime of 20s. Moving forward, the marketing team of NS would like to include more Snap products, such as a Commercial Ad, to move other brand metrics like Message Awareness and Brand Association.
By using the Snapchat Lens, an interactive way is used to generate awareness for the Dutch Railways (NS). The goal was to reach a younger target audience which is done with the Snapchat Lens in combination with the campaign music that was specifically written for NS by the Dutch artists Alain Clark and Babs.
The multi-format approach contributed to a very successful campaign for NS. Apart from the incremental reach that was achieved, the campaign resulted in a great uplift in ad awareness and action intent!
