RYOT Studio brings toys to life for BIG W’s Toy Mania campaign

Woolworths Group’s Big W has partnered with Verizon Media’s RYOT Studio to create a new way for Australian’s to shop its annual toy sale, Toy Mania, using augmented reality (AR).

The use of AR technology is a first for Big W with the studio, which is Verizon Media’s (soon to be known as Yahoo) branded content division, allowing consumers to virtually interact with the products from their own homes via mobile devices.

Customers can go through Big W’s toy range using AR by scanning a WebARcode to view the products in their own virtual space, in real-time and to scale.

Doug Sexton, campaigns marketing manager at BIG W, said: “At Big W, we’re constantly looking for ways to make it easier for families to shop with us. This year as we kick off our Toy Mania sale, we’re excited to leverage the power of AR so that families can see items virtually in their own space. This tool will allow our customer to shop the range with even more confidence.”

This is the first use of the AR technology to be used in an e-commerce execution on Verizon Media’s Immersive Platform, following a number of ‘extended reality’ campaigns carried out by RYOT Studio.

Last month, ad technology and media platform business Verizon Media was sold to Apollo Global Management Inc. for US$5 billion (A$6.45 billion).

Julia Edwards, head of strategic solutions at RYOT Studio, added: “The way consumers shop has changed forever, so it’s become incredibly important for brands to explore new ways to interact with their customers. Immersive experiences like this not only allow customers to interact with a brand in their own physical world but also drive direct, trackable sales results.

“This collaboration with BIG W takes the stress out of buying big bulky items and makes it seriously easy for consumers to make their purchasing decisions. It’s another great example of how Verizon Media are building commerce products that deliver value and utility for our audiences.”

The campaign goes live today, 15 June, promoted on Verizon Media’s range of Yahoo editorial brands, with display and native ads, as well as a range of advertorials. The campaign will also be supported on Big W’s website, in-store and on social channels.


Client: BIG W
Doug Sexton – Marketing Manager- Campaigns
AmieDe Grussa -Assistant Marketing Manager- Campaigns
Jennie Ko – Marketing Design Manager
Paul Connell- Marketing Design Lead

RYOT Studio
JamesKavanagh – Senior Project Manager
Julia Edwards -Head of Strategic Solutions

Verizon Media
Natalie Vieux – Senior Sales Manager
Megan McElderry – Group Sales Manager

Media: Woolworths Group @ Dentsu
DanniBean – Client Manager
Fran Mahony – Client Director


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