JCDecaux Innovate has installed some great Augmented Reality (AR) campaigns recently, most notably the Pepsi “unbelievable” bus shelter early in 2014. Passers-by were able to witness a number of surrealistic and unbelievable street scene scenarios, where New Oxford Street was invaded by computer generated flying-saucers, a giant robot with laser eyes and much more. This campaign generated over 6 million YouTube views and was a massive success – showcasing the strength of innovative out of home.
What is Augmented Reality?
AR superimposes information and/or graphics on to real-world objects. In the case of outdoor, a camera is mounted to the advertising panel. This captures the real-time, real-life scene. Graphics are then superimposed onto this real scene to give the illusion that it is happening in real-time.
More recently, JCDecaux Australia ran an AR campaign on a ‘Citylight’ panel located on a busy street in the city centre for “Into the Storm” (Roadshow Films). On screen, what seems to be a static poster for the new movie begins to flutter loose in the wind. As the poster is ripped away from the frame, the viewer sees a storm coming towards them with a lamp post falling onto a group of people across the street and a car flipped up into the air and thrown into the billboard leaving the screen with a large crack.
In Hong Kong, another great AR campaign ran on JCDecaux Cityscape. HSBC Credit Card used the campaign to promote the Red Hot Festival 2014. This AR scene shows a stampede of zebra interlaced with the traffic passing by.
By using JCDecaux Innovate, clients are able to optimise the impact of their campaigns and to maximise the engagement with their targeted audience. Last year, we had more than 1,500 Innovate campaigns across the JCDecaux Group.
Get in touch with JCDecaux Innovate to find out more.