Knowledge sharing is good.
Because surprisingly, you might actually learn something.
With its ability to bring the physical world to life and engage an audience like no other medium, I was determined to put this technology in front of our clients and see it realised in one of our campaigns.
And that’s exactly what I did.
In a reasonably sized nutshell, while we were busy developing a national press campaign focusing on Alfa Romeo’s signature D.N.A. system, elite parkour athlete Ronnie Shalvis was focussing on it in his own unique style - by pitting himself up against an Alfa Giulietta and Alfa MiTo on both the road and on ice.
Once we had a press ad and viral stunt, all it required was an opportunity, a sheet of A4 paper and an iPad.
The Aurasma app worked its magic and the client was reeled in by purple swirls.
Suddenly, the static image (sitting on the table) of an Alfa Giulietta driving through snow, was being hotly pursued by Shalvis through a car park. We watched on as the Alfa Giulietta’s D.N.A. system was put to the test and at the end the end of it, I got the words I was waiting for….
“Let’s do it.”
And so we did.
The results? Apart from maximising the ROI on the new collateral and gaining a wider exposure, the great thing about AR in press is that it brings the content to the audience. Instead of the video sitting on YouTube, it allowed our target audience to engage and interact with the brand on a personal level, whether they were at home reading the papers or on the go stuck in the Tube.
Secondly, not only was it fun and engaging, it was educational too.
The AR allowed people to watch Alfa Giulietta’s D.N.A. system in action first hand and up close. Hopefully, this will help put the car on their consideration list this Winter when looking to buy a new vehicle.
Don’t say: Alpha Julietta
Do say: More “Lunch & Learn” please.
- Will Menko, Account Manager