Dior: Making their campaign “pop”

The venerable house of high fashion was preparing an ambitious ad campaign for its new perfume, and wanted to expand its channel mix.

Total Immersion built on Dior’s traditional TV and print campaign by introducing a complimentary AR experience that took the company into the digital realm.

The new perfume, Miss Dior Cherie Eau de Toilette, was launched with a television commercial directed by Sofia Coppola and a print campaign featuring British photographer Tim Walker.  Total Immersion provided a luminous Augmented Reality experience, triggered when any of the print ads were exposed to a webcam, creating a virtual pop-up book that brought the imaginative and visually rich television ad to life.    

Linking print and television campaigns to a digital experience, Dior added exposure, extended its demographic and increased brand interaction with consumers.