To launch the new SKIN Irony Collection from Swatch, we were tasked with increasing foot traffic at their Melbourne Central store, engaging the Australian market and creating something FUN to support brand awareness and launch the new line - and boost the campaign on socials, of course.
Armed with custom augmented reality lenses replicating Swatch’s above the line campaign, we created an interactive GIF Photo Booth pop-up close by the Melbourne Central Swatch Store. Our team of Playground People were on hand to captivate passers-by and have them step inside the booth to play.
Participants were asked to pick a metal colour – Bronze, Silver or Gold, and hey-presto, digital lens applied! Plus we included unlimited printing for a branded take home memento. Meanwhile, our live feed beamed the imagery throughout the centre to increase awareness, engagement, and that all important foot traffic.
Not one, but two incentives were in place throughout the campaign. This ensured the activation was tied to a strong call to action to meet Swatch's objectives. Scratch cards were awarded to all participants, giving them a chance to win an on the spot prize in store. The best daily gif shared with #futureclassicimage received a free SKIN IRONY claimable in store.
Experiential marketing creates an opportunity for consumers to build a memorable connection with a brand. Through digital technology, we were able to incorporate the above the line campaign imagery into the consumer experience, and enable consumers to create their own user-generated-content that was ready to share online. Integrating the experience with a redeemable call to action meant the results are measurable.
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