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Home » OOH News » ENO leverages AR to drive its Freeze Off campaign in 5 cities

ENO leverages AR to drive its Freeze Off campaign in 5 cities

By M4G Bureau - July 10, 2017

ENO Cooling leveraged augmented reality (AR) for its Freeze Off campaign to create a live interactive brand experience for consumers. The event was organised in a span of 5 weeks at five different metropolitan cities

ENO Cooling leveraged augmented reality (AR) for its Freeze Off campaign to create a live interactive brand experience for consumers. The event was organised in a span of 5 weeks at five different metropolitan cities across India.

Through the use of mall space, cameras and AR trackers; shoppers and passers-by were tapped with visuals on display by dodging animated chilli monsters that were live-streamed on a large LED display. While the sensors detected a participant's presence, the large display showcased a series of computer-generated chillies and scorching environments wherein the participant had to manoeuvre.

The marketing initiative by GlaxoSmithKline Consumer Healthcare aimed to grant consumers an experiential perspective to the new range of ENO Cooling benefits which now comes in a powdered solution. A first of its kind offering that delivers fast relief & cooling sensation, served the theme of the experience wherein the 'chilli monsters' were frozen-off in an augmented environment.


On creating the AR experience, Happy Finish India, Ashish Limaye, CEO APAC, commented, "The level of creative execution in building an augmented reality experience for consumers is taking a step further in the marketing fraternity and especially that of India. Although such a technology is in a relatively nascent phase, its high level of engagement makes the campaign all the more memorable and fun for consumers. It is great to see creative minds collaborating on this event."

Speaking from a vantage point of creative execution, Gurmit Singh, Regional Account Director, Havas Asia Pacific, commented, "The goal in building this interactive experience is to convey a strong message to the consumer. Our consumer would spend more time in engaging with this kind of content, and at the same time, the delivery of this engagement is something we can entrust in interactive and cutting edge digital formats such as augmented reality. Our successful collaboration with various other creative specialists also makes this campaign a good example of how interactivity is adopted in a market like India."

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