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The Millennials, defined as those born in the 80s and 90s, are constantly connected to technology and social media whether through smartphones and tablets or desktop computers and notebooks. This group has come of age. They are now the decision-makers, the bread-winners and the entrepreneurs of today.
Augmented Reality (AR) offers a serious opportunity for marketers to reach this influential group of consumers. With augmented reality, we can take the physical world and combine it with the digital world giving brands the ability to engage with their consumers before, during and after making a purchase of their product.
The year 2014 was the year of the FIFA world cup Finals in Brazil. It presented a unique opportunity to launch a Real-Time, football-themed Augmented Reality Campaign developed and executed over just 48 hours.
Interestingly, four of the 16 knockout matches in this World Cup went into a penalty shoot-out. Malaysians had caught the football bug and penalty kicks were the subject of discussion in homes, offices and restaurants. The common theme was “I could score the penalty easily!”
We, at Moving Walls, gave many of these people the opportunity to take their very own Penalty kick, right in the heart of Kuala Lumpur. That too without using an actual football!
We partnered with the Tune Group to develop a penalty kick Augmented Reality game in the Engagement-Enabled screens in Pavilion, a major hub for the young, digital-savvy generation.
We built a football frenzied atmosphere on the day of the final between Germany and Argentina with hundreds crowding for a chance to take a penalty kick up to midnight. How many would score on the big screen? How many would wilt under pressure from the crowd? Watch the video to find out.
We launched another popular Augmented Reality campaign in 2014, starting in the month of December - Christmas season, to get Malaysians to join in the festive spirit.
Passers-by near our engagement screen at Pavilion could dance with Santa and Santarina and see themselves dancing on the big screen. Many people of all ages busted a move or two as the audience cheered them on. Pictures of audience members dancing with the virtual Santa and Santarina were posted on social media for those who wanted to save their joyous experience.
We faced a David vs Goliath challenge to position Hemera, an emerging diamond brand by Poh Kong, among industry leaders like Tiffany & Co, Tomei and Habib Jewels among others. Targeting young and affluent Malaysians, we used gamification and augmented reality integrated with social media over a two-week campaign period in collaboration with OMD. We developed “Catch the Diamonds” AR game and “Swipe the Diamonds” for mobile devices with sharing capability for social media. Watch how this integrated media campaign created a massive buzz for Hemera, both on-the-ground and in social media circles.
As a media solutions company, we connect brands with consumers to deliver moving experiences. Moving Walls owns and operates the biggest LED Digital screens in Bukit Bintang on the façade of the Wolo hotel - The Tower and The Twins, in Pavilion - The Passage and at Fahrenheit 88 - The Arch.
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