Officeworks unveils augmented reality Santa for Christmas campaign
Officeworks customers can take a socially distanced Santa photo this Christmas as part of the stationary retailer’s holiday campaign.
Thanks to a team-up with Verizon Media’s branded content division RYOT Studio, Officeworks patrons can take a snap with Santa either in-store or at home thanks to the use of augmented reality.
Officeworks augmented reality Santa
The Officeworks Christmas campaign uses WebAR to allow users to choose from various Santa poses to build their own custom scene, save the image to their phone, print it in-store or share with friends and family on social media.
The ‘Show Them You Know Them’ campaign was created in response to the ever-changing shopping habits of customers.
The augmented reality experience forms part of a wider integrated marketing campaign which also features two new TVCS showcasing the art of gift-giving, positioning Officeworks as a destination with something for everyone.
RYOT Studio has also created immersive articles and native ad formats to further promote the campaign across Verizon Media’s editorial brands including Yahoo and HuffPost.
Officeworks general manager marketing and insights, Jess Richmond, said the virtual Santa is aimed at helping to create festive moments that might have otherwise been missing from Christmas in 2020.
“It’s been great working with the RYOT Studio team to bring this campaign to life and we can’t wait to see how our customers will enjoy this new and immersive augmented reality experience.
“Our print, copy and create range of personalised gifts is always popular so this year we wanted our above the line campaign to showcase the joy of a meaningful gift or surprise can evoke between family members and friends.”
This campaign is the first by Verizon Media that sees the company parter with data intelligence offering Near, to foster data on ad engagement and website visitation.
RYOT Studio head of strategic solutions, Julia Edwards, added; “The way consumers are shopping this Christmas has completely changed with COVID, so it’s important for brands to be trialling different virtual techniques to stand out.
“Immersive formats turn passive audiences into active participants, which generates higher engagement that will really cut through the clutter during a busy online retail period.
The augmented reality experience will be accessible via the Officeworks website, print and online catalogues, and in-store at point of sale.
The campaign will run across TV, radio, OOH, digital and social media, and is complemented by search and PR, as well as a B2B and CRM program.
Credits:
Verizon Media
Head of Sales -Victoria: LukeBurr
Head of Strategic Solutions: Julia Edwards
Head of Data: Dan Richardson
Senior Strategic IntegrationProject Manager: Leah Yeung
Senior Sales Manager: VartikaArora-Patel
Initiative
Associate Digital Director: Leona Irvine
Associate Director, Client Advice& Management: Danielle Galipienzo
Digital Partnerships Manager: Georgia Phillips-Cron
Matterkind
Head of Client Advisory: Luke Fitzpatrick
Senior Campaign Manager: Alex Alderuccio
Senior ClientAdvisory: Executive Jessica Ledden-Cooper
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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