Creativitek Case Studies

Augmented Reality Christmas Fun in Central Geelong

The client: The City of Greater Geelong Council. Geelong is the second largest city in Victoria after its capital Melbourne. 

Challenge: How can we add creative COVID-safe activities to our Christmas campaign to create a memorable Christmas 2020 for local residents and visitors and bring more people in to Central Geelong?

Goals

  • To create unique and shareable experiences for both local residents and visitors
  • To attract more visitors to Central Geelong
  • To provide a COVID-safe festive experience for everyone


Solution: Because of the COVID-19 pandemic and the uncertainty that it brings, and the vast number of opportunities that augmented reality (AR) offers, we provided the council with a number of AR solutions and worked with the client to ensure the consistency across the campaign.

The deliverables included:

1. Custom augmented reality face filter: Geelong has a popular floating Christmas tree and the council wanted to enable people to take photos or record videos with the tree virtually from anywhere in the world. The custom AR effect included a 3D model of the colourful Christmas tree and some other elements of the campaign (e.g., string of lights and logo) and was available for both Instagram and Facebook users.

2. Augmented reality trail: We used our own Christmas animations and also produced two custom animations to create treasure hunt kind of activities with floor decals which were placed at 12 Central Geelong locations. The custom animations and the floor decals were branded to suit the council’s requirements. A map of all the locations was available on the campaign’s website. The mobile users had to install the CreativiTek app on their smartphones or tablets and scan floor decals and bring animations to life, resize and move around the virtual characters and take photos/videos with them.

3. Augmented reality colouring sheets: Five Christmas-themed augmented reality colouring sheets and animations were used for the event. All colouring sheets were branded to suit the council’s requirements and to ensure the consistency across the campaign. The marketing team produced a short video clip explaining how the colouring sheet works and boosted that on Facebook. The families were able to collect colouring sheets from a Central Geelong Christmas elf, The Carousel, any of the Santa stops on the Chrsitmas trail map, or to download them from the campaign’s website. The marketing team also dropped the colouring sheets off to some primary schools and emailed them to more than 6,000 families on their database. 


Outcome: The floor decals were scanned about 4,000 times and the colouring sheets were scanned about 4,500 times. The face filter had about 5,000 impressions. The videos of animations and the face effect which were shared on the Facebook attracted more than 15,000 views.

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