The client: The Cheesecake Shop is one of Australia and New Zealand's fastest-growing brands with over 225 cake bakeries and over 2000 employees across Australia and New Zealand. The brand is synonymous with immaculately presented, hand-crafted delicious cakes, loved by generations of Australians and New Zealanders.

Challenge: How to add a wow factor to Australia’s biggest Easter colouring competition? How to direct participants to a website to find the nearest store to return the colouring page in-store to get a free slice of cake?

Goals

• To enable participants to bring the colouring pages to life using augmented reality technology 
• To direct mobile users to a website to find the nearest store to return the colouring page in-store and get a free slice of cake

Solution: The following services were provided to achieve the goals:

1. We custom designed a 3D model of the Cheesecake Shop’s rainbow cake and cake box.

2. The 3D models were used to create an immersive augmented reality colouring animation. The 3D characters came alive with the same colours the user had applied to the page. The augmented reality animation was activated on three different colouring pages (for different age groups: 5 and under, 6 to 9; 10 to 13) which were provided by the client. The CreativiTek app was used for this project.

3. An in-app pop-up box was used at the end of the animation to direct participants from Australia and New Zealand to different pages where they could find the nearest store to return the colouring page in-store and get a free slice of cake, and for a chance to win prizes.

4. An in-app pop-up box was created for the very beginning of the experience (when the mobile user opens the app) to provide instructions on how to colour in the pages and where to download more colouring pages if needed.

Easter 2022 Campaign

The story behind the AR colouring animation we created for The Cheesecake Shop focused on a magical Easter experience. When the mobile user scanned the colouring page, the Easter bunny and chick appeared in front of them, brought to life in the same colours the user applied to the characters. The bunny then used a magical stick to open a box, and both characters celebrated in delight when they revealed The Cheesecake Shop’s rainbow cake inside. This charming animation added a fun, interactive element to the brand’s Easter campaign.

Outcome: The AR colouring pages received an impressive 30,000 views within a span of just three weeks. The client expressed utmost satisfaction with the exceptional quality of service and final results. As a testament to their satisfaction, they chose to collaborate with us once again for their Easter 2023 campaign. Please find below the video showcasing the highlights of the Easter 2023 campaign.

Easter 2023 Campaign

The story behind the Easter 2023 augmented reality colouring animation for The Cheesecake Shop focused on a delightful adventure. When the mobile user scanned the colouring page, the Easter bunny and chick appeared next to a vibrant rainbow and fluffy clouds, wondering where the hidden treasure was. They walked along the rainbow in search of it, and the bunny found a cheesecake box at the end of the rainbow. The bunny placed it in front of the chick, and magically, the Cheesecake Shop’s rainbow cake appeared. Both characters joyfully celebrated the moment, sharing in the excitement of the sweet surprise.

Outcome: The AR colouring pages received more than 32,000 views within a span of about three weeks.