A hairdryer, a water gun or what else is packaged here? Anyone who wants to know what Galaxus has packed in its advertising campaign will find out the solution differently depending on the advertising medium. An extremely innovative campaign in which the (Augmented Reality )AR variant fits perfectly into the scheme.
What is hidden under the wrapping paper? Galaxus believes that the best part of giving and receiving gifts is the moment of anticipation and curiosity. That's why the online retailer is focusing on the moment before opening a gift in this year's Christmas campaign.
With the subjects, you can only guess at the contents of the gifts - the details reveal themselves at second glance. Galaxus solved the surprise, i.e. the resolution of the content of the gift as well as the sender, differently for each advertising medium. "This was a challenge, but it strengthens the surprise effect and curiosity," says a press release on the campaign.
The resolution happens as follows:
a) On the backlit posters, the content shines through at night, namely when the lights come on.
Wet posters with AR
b) Making something that only exists in the virtual world visible in the real world is something AR can do. On the wet posters, you only see the gift; if you want to know what is hidden underneath, you scan the QR code and see what is hidden through the mobile phone screen with the help of an augmented reality application. The AR solution for the wet posters was designed and programmed in-house:
c) The hanging boxes were made by lenticular printing. Depending on the angle, you can see the contents of the gift or not:
A total of 17 subjects were created and can be seen via posters (wet posters and backlit posters), hanging boxes, e-boards, e-panels, banners and advertisements in German and French-speaking Switzerland. In addition, in an Advent calendar, as a package insert in social media.
Source: Personal
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