CLIENT
SOMOS is a group of event and strategic communication agencies whose quality and excellence is backed by more than 30 years of experience connecting brands with people. Its commitment to form a multidisciplinary team brimming with creativity, innovation and collaboration has allowed it to generate unique experiences for major brands and companies.
GOAL ACHIEVED
To promote in an innovative way the Gastronomic Market Show held at the CC Westfield La Maquinista during the summer campaign.
Marketing and promotion with Augmented Reality
According to several studies, we receive more than 6000 advertising impacts per day, of which we are only able to process about 18. This data demonstrates the need for brands to be more creative, and including Augmented Reality in their campaigns can be a very effective way to achieve this.
Augmented Reality offers advertisers the ability to transform a static object, such as a billboard, either printed or digital, into an immersive 3D Hyper-Experience. This allows the introduction of virtual elements that are superimposed on the ad captured by the user's smartphone camera and bring it to life through 3D animations and moving images.
Using any advertising format as an AR marker, we can turn flat and boring ads into gamified and interactive 3D Hypersexperiences. And moreover, with them, and thanks to the introduction of Augmented Reality in this type of advertising campaigns, brands are able to benefit from the following positive effects:
- Highlight their ads and better capture the attention of the audience
- Increase brand awareness and improve brand recall
- Transfer the public from the physical medium to the digital medium
- To be able to measure the results of the campaign through the impressions of the AR experience
Use of Augmented Reality on signage
The project consisted of making the promotional poster for the Gastronomic Market Show at the CC Westfield La Maquinista come to life through the use of Augmented Reality.
Thus, by scanning the QR code of the poster itself, users accessed the Augmented Reality HyperExperience web created. This showed a 3D animation in which the speakers began to shake to the rhythm of the music and the foodtruck opened to launch a cascade of food and different foods, while the letters of the poster became larger and closer to the user.
The DeuSens team was responsible for the complete creation of the Hyperexperience, making the complete 3D modeling of food and other elements, and then texturing them so that they were adapted to the aesthetics of the poster. After this, the animations that generated the movement on the poster were made, using this as a marker of the webAR experience.
