Adaily Inspiration Week #6: Augmented Reality & Instagram filters
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose “AR and IG filters” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » here «
Be sure to read till the end, because we want to hear your proposition for next week!
1. “The Unfiltered History Tour” - VICE World News
VICE World News did The Unfiltered History Tour using Augmented Reality in Instagram Filters.
Dentsu Webchutney • 2022 • Media outlet • India • Asia
Challenge
The challenge of this campaign was to challenge the dominant narratives around colonialism and create a platform for underrepresented voices to share their accounts of looted artefacts. The goal was to educate young people about the untold side of history and reignite the conversation around repatriation and post-colonialism. Additionally, the campaign aimed to position VICE World News as a thought-leader in postcolonialism and build equity from its series 'Empires Of Dirt'. The use of Augmented Reality in Instagram filters was a unique and innovative approach to engage with audiences and create an immersive experience that unfiltered centuries of colonial narrative.
Target Group
The target group of the Unfiltered History Tour campaign was primarily young people, particularly those who were active on social media platforms such as Instagram and TikTok. The campaign aimed to educate and engage this demographic in conversations around colonialism, challenging the dominant narratives of history and giving a platform to underrepresented voices. Additionally, the campaign targeted visitors to the British Museum, as they were able to physically experience the tour using the Instagram filters.
Idea
The main idea of the Unfiltered History Tour campaign was to challenge dominant cultures and open up dialogue about colonialism by giving a platform to underrepresented voices. The campaign aimed to educate young people about the untold side of history and ignite conversation on repatriation and post-colonialism. It used Augmented Reality in Instagram filters to allow visitors to the British Museum to scan disputed artefacts and learn the true story of their origins from experts in their respective countries. The campaign sought to establish VICE World News as a thought-leader in postcolonialism and showcase its commitment to highlighting marginalized colonial voices.
Results
The Unfiltered History Tour campaign generated significant results. In its first month, it garnered earned media worth $631,000 and reached 32 million social impressions. The campaign also saw a 40% increase in TikTok followers and a 49% increase in total impressions on Instagram. The podcast series associated with the campaign received 21,583 downloads, and the Instagram filters were used 5,200 times within the same period. The campaign also had a notable impact on public opinion. Prior to the campaign, a 2014 survey showed that 59% of Britons were proud of the British Empire. However, after the launch of the Unfiltered History Tour, a poll conducted revealed that 59% of Britons believed that the Parthenon Marbles (part of the tour) belonged in Greece, indicating a significant shift in public opinion. The campaign was well-received by users, who praised its cleverness and educational value. Users appreciated the opportunity to hear historical narratives from multiple perspectives and found the campaign to be a much-needed resource for confronting and challenging colonial origins.
Links
2. “Search what you see” - Google Lens
Google did a Lens-enabled campaign in The New York Times Magazine using dynamic animations to support social justice movements.
Hook Ann Arbor, New York Times Advertising • 2021 • B2C app • United States • North America
Challenge
The challenge of this campaign was to drive awareness and positive sentiment for the Google Lens app among a tech-savvy and worldly audience. Additionally, the campaign aimed to show support for social justice movements supporting Black and LGBTQ+ rights in the United States, while introducing Google Lens to the readership of The New York Times Magazine.
Target Group
The target group of this campaign was a tech-savvy and worldly audience, specifically the readership of The New York Times Magazine.
Idea
The main idea of the campaign was to drive awareness and positive sentiment for Google Lens, an app that allows users to learn more about their surroundings through augmented reality technology. The campaign aimed to engage a tech-savvy and worldly audience by creating interactive reading experiences in The New York Times Magazine using Google Lens. Additionally, the campaign sought to show support for social justice movements by highlighting the stories and history of individuals who fought for the rights of marginalized communities. Overall, the campaign aimed to introduce Google Lens to the New York Times readership while promoting awareness and positive brand perception.
Results
The campaign to promote Google Lens through The New York Times Magazine was successful in driving awareness and positive sentiment among a tech-savvy and worldly audience. With a readership of over 130 million subscribers, the campaign enjoyed high visibility across the newspaper and magazine. The use of Google Lens to make the magazine covers and ads interactive created moments of surprise and delight for readers, while also providing them with informative and educational content about emerging social justice movements. The campaign resulted in significant increases in product awareness and brand perception for Google Lens. In a survey, 90% of respondents said they would try Google Lens in the future, and readers rated their brand perception of Google Lens as a strong leader in AI technology and first to market innovation. The initial response to the first issue showed a 62% lift in familiarity, likelihood, product awareness, and brand perception for first-time users. Positive sentiment towards the brand increased with each issue, and a large number of readers interacted with the ads by using Google Lens on their phones, across all ages, genders, and social statuses.
Links
3. “Just A/Run” - Nike
Nike did the "Just A/Run" campaign using augmented reality technology to provide a new perspective on running.
R/GA Portland, plai London, Snap • 2022 • Shoes • United States • North America
Challenge
The challenge of the Just A/Run campaign was to engage Gen Z women and provide them with a more inviting and less competitive experience of running. Nike aimed to reframe the way athletes see running and make it more accessible to new runners. The use of augmented reality technology in Snapchat's Spectacles was employed to create a one-mile run that incorporated special effects to energize and inspire runners, while also introducing a new lens through which to see the sport and their community. The goal was to lower the barrier of entry and make running feel more fun and less serious, ultimately encouraging more young women to participate in sports.
Target Group
The target group of this campaign was Gen Z women who may find it difficult to relate to the competitive running scene. The campaign aimed to engage this audience by reframing the way athletes see running and making the sport more inviting and less serious.
Idea
The main idea of the campaign was to reframe the way athletes, particularly Gen Z women, see running by using augmented reality technology to create a more exciting and inspiring running experience. Nike aimed to make running feel less serious and more inviting by bringing in special effects during the run and creating a new lens through which runners could see the sport and their community. The campaign aimed to lower the barrier of entry for new runners and make running and sports in general more enjoyable and accessible.
Results
The results of the Just A/Run campaign were highly successful in engaging Gen Z women and redefining the perception of running as a sport. The world's first real-time, augmented reality run created a sense of magic and excitement during the one-mile run. The use of Snapchat's next generation Spectacles and pl.ai's augmented reality technology brought special effects to life, inspiring and energizing runners. The campaign successfully lowered the barrier of entry for new runners by reimagining traditional raceday elements in a fun and inviting way. Overall, the Just A/Run campaign achieved its goal of reframing the way athletes see running and making the sport more appealing and accessible to a new generation of runners.
Links
4. “Outside Academy” - Hyundai
Hyundai did an innovative campaign called Outside Academy using immersive AR technology to bring National Parks to life.
INNOCEAN USA Huntington Beach • 2021 • Cars • United States • North America
Challenge
The challenge of this campaign was to provide families with an educational resource that could be accessed and enjoyed both at home and while visiting National Parks during the COVID-19 pandemic. The campaign aimed to address the lack of educational resources and the uncertainty surrounding education during the pandemic, while also promoting Hyundai's commitment to sustainable mobility.
Target Group
The target group of this campaign was families with school-aged children who were facing disruptions to their education due to the COVID-19 pandemic. The campaign aimed to provide educational resources and engaging experiences that could be accessed by families both at home and during outdoor activities, such as visiting national parks.
Idea
The main idea of the campaign was to provide families with an immersive augmented reality learning resource called Outside Academy. This resource was developed in partnership with National Geographic and aimed to bring education to life by providing interactive lessons in history, science, and social studies based on America's National Parks. The campaign also promoted Hyundai's commitment to sustainable mobility by featuring their green vehicles as part of the outdoor adventure and education experience.
Results
The campaign for Outside Academy resulted in over 40 million social impressions.
Links
5. “Immersive AR Tour of the Miami Design District” - Mastercard
Mastercard did an AR tour of the Miami Design District using immersive technology.
ROSE Los Angeles • 2022 • Payments • United States • North America
Challenge
The challenge of this campaign was to create an immersive and engaging experience for Mastercard™ cardholders to explore the art collection in the Miami Design District. The goal was to transport users to the district and allow them to experience the art pieces as if they were there in person, all through the use of augmented reality technology. This required careful planning and execution to create an accurate and detailed representation of each art piece, as well as integrating audio and written descriptions to provide users with a comprehensive understanding of the collection. Additionally, there was the challenge of ensuring the experience was accessible and user-friendly on mobile devices, allowing cardholders to easily navigate and interact with the virtual art tour.
Target Group
The target group of this campaign was Mastercard cardholders.
Idea
The main idea of the campaign was to provide Mastercard™ cardholders with a unique and immersive tour of the Miami Design District. Through the use of augmented reality (AR), cardholders can experience a 360-view of key art pieces in the district from the comfort of their own space. This exclusive experience allows cardholders to explore and learn about the artworks in a virtual environment.
Results
The results of the Mastercard™ and Miami Design District partnership campaign were successful. The immersive AR art tour provided an exclusive experience for Mastercard™ cardholders to explore key pieces from the Miami Design District's collection. The campaign aimed to engage and delight cardholders by bringing the art to their own space through the use of AR technology. The tour allowed users to select and view seven iconic art pieces from the district, providing a 360-degree view and detailed information about each piece. The campaign generated positive feedback from cardholders and helped to promote the Miami Design District as a destination for art and culture.
Links
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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