HBO GO augmented reality poster campaign

20. Arany Penge JCDecaux Innovate Award winner campaign concept

This concept will be available soon in 200 different citylight locations in Hungary.

In contrast with the usual AR poster campaigns – where the user had to download a useless apllication to their phone, in order to access the AR content -, our solution involves a short web address, that the user has to type into their browser (instant application).

With this method, besides sparing time and giving a much better user experience, we achieve way better conversion, assuring the success of the campaign.

The purpose of the campaign is to promote the HBO GO online video stream service, and to gain the trust of new users. The campaign invites the man of the street to a little game, while also giving them 2 months of free access to the service, which can be obtained by virtually pushing the button on the poster.

The user – by following the instructions written on the poster – can bring the poster to life, creating an intensive visual and virtual world. Besides giving the consumer this experience, we also reward them with 2 months access to the service.

In accord with the campaign’s target audience, we use easily interpretable – non series-oriented – messages, slogans. On the posters appear the iconic figures from HBO’s actual, or soon to be released shows or films. On the poster, there’s also emphasis placed on a smartphone, on which the spatial extraction of the various contents remits the actual technical solution.

 

Check out the result in motion!

Created by Boldizsár Mátyás

Special thanks to Szabolcs Baranyai and HBO to made this project possible.
Also big thanks for the prize to JCDecaux & Arany Penge.

 

Mockup photos: Bence Szemerey

 

 

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