AUGMENTED REALITY GIFTING EXPERIENCE CAMPAIGN

TitleAUGMENTED REALITY GIFTING EXPERIENCE CAMPAIGN
BrandMARS CHINA
Product / ServiceDOVE CHOCOLATES
CategoryA09. Best Use or Integration of Gaming and/or Digital Media
EntrantSAPIENTNITRO Shanghai, CHINA
Entrant Company:SAPIENTNITRO Shanghai, CHINA
Contributing Company:SAPIENTNITRO Shanghai, CHINA

Credits

Name Company Position
Jen Tan Sapientnitro Vp Creative
Krestrel Lee Sapientnitro Creative Director
Hueylu Ho Sapientnitro Creative Director
Freddie Laker Sapientnitro Strategy/Planning
Jane Qi Sapientnitro Strategy/Planning
Chanthani Satjatham Sapientnitro Art Director
Jerry Kurniawan Sapientnitro Art Director
Andrew Kupresanin Sapientnitro Art Director
Ivan Wang Sapientnitro Art Director
Amy Hu Sapientnitro Technology
Costa Zhu Sapientnitro Technology
Elvin Chen Sapientnitro Technology
Patrick Caillouet Sapientnitro Technology
Jorge Ramos Sapientnitro Technology
Sinisa Spasojevic Sapientnitro Technology
Lydia Wang Sapientnitro Copywriter
Nancy Cui Sapientnitro Copywriter
Liz Chng Sapientnitro Project Manager
Pride Fang Sapientnitro Project Manager
Susie He Sapientnitro Traffic Manager

The Campaign

Gifting is a big culture in China, where a lot is implied with this simple gesture. With the growing affluence of the Chinese consumers, people grow so used to giving and receiving gifts that the meaning behind each gift is often discounted, muddled or even confused with another gift as there is little differentiation from one gift to another.

Results

Our objective was to revive the pleasure of giving and receiving a gift and also to help make a Dove gift stand out with a unique gifting experience during the festive occasions from Christmas, Chinese New Year to Valentine’s Day. Bring gifting to life through the use of augmented reality (AR) technology. Each Dove chocolates gift box can now come with a tailor-made gifting experience for the sender and recipient. By allowing customization of 3D visual, photo, animation and messaging experiences, gift senders can create an interactive e-card or message to complement their Dove chocolates gifts to recipients. Senders can choose from a selection of 3D animation graphics (with interaction features) and preset greetings, as well as the ability to customize his greetings further by writing a personal message to the receiver. Upon receiving the gift, all the receiver needs to do is click on the link sent to him and activate his screen camera. Holding the Dove gift in front of him, he would see and experience a unique Dove gifting moment created just for him or her while sharing a picture of experiencing the gift via social networks. To promote this new brand-driven digitized product experience, the agency provided creative direction and ideas across TV channels, point-of-sales, outdoor, online videos, social media, ePR, websites plus iOS & Android mobile platforms.

As gifts are a necessity as a social lubricant, people still take great pains to choose and decide the gifts for the significant people in their lives. Dove, being the leading chocolate brand in China, naturally holds a strong market share in the chocolate gifting category. In recent years, it too has faced the challenge of the increasingly jaded Chinese givers and receivers whose view to gifting has become more ritualized social norms, rather than an act that comes from the heart.

The campaign AR website has over 3.1 million visitors. Dove sales increased by 32%. The campaign created viral buzz with its viral video, which saw more than 3.2 million views in Dec with more than 130,000 topic click-throughs in all major China forums in the first week.