GSK concludes activation event for Eno on a high

03 Jul,2017

By A Correspondent

 

This season creative experts converged to create a live interactive brand experience for Eno Cooling which leveraged augmented reality with its “Freeze-Off” campaign for the Enorange of antacid offerings. The event had taken place in a span of five weeks at five metros.

 

Through the use of mall space, cameras and AR trackers, shoppers and passers-by alike could interact with visuals on display by dodging animated chilli monsters that are live-streamed on a large LED display. While the sensors detect a participant’s presence, the large display overlays a series of computer-generated chillies and scorching environments wherein the participant has to manoeuvre.

 

On creating the AR experience, Ashish Limaye, CEO APAC, Happy Finish India said: “The level of creative execution in building an augmented reality experience for consumers is taking a step further in the marketing fraternity and especially that of India. Although such a technology is in a relatively nascent phase, its high level of engagement makes the campaign all the more memorable and fun for consumers. It is great to see creative minds collaborating on this event.”

 

Speaking from a vantage point of creative execution, Gurmit Singh, Regional Account Director, Havas Asia Pacific, commented: “The goal in building this interactive experience is to convey a strong message to the consumer. Our consumer would spend more time in engaging with this kind of content, and at the same time, the delivery of this engagement is something we can entrust in interactive and cutting edge digital formats such as augmented reality. Our successful collaboration with various other creative specialists also makes this campaign a good example of how interactivity is adopted in a market like India.”

 

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