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Fun Festivities with Augmented Reality
The campaign launched on the 28th November 2011 surrounded the magic of Orange’s latest offers. It included an original Augmented Reality public virtual experience created by the agencies Marcel and Havas Media and developed by Total Immersion.
During a whole week, large interactive screens were displayed in three major train and underground stations in France; Gare du Nord train station, underground station Auber RER in Paris and train station Saint-Charles in Marseilles. Travelers and commuters were conveyed by Orange staff to place themselves on a marker in a star shape in front of the screen. This ground marker triggered the virtual characters of the Orange campaign "Christmas as never seen before” to pop-up on the screen (A dwarf, a fairy, Santa Claus and the three Wise Men) and invited the participant to join a live Christmas choreography. On La Reunion Island, the Christmas choreography campaign was also set up in a famous shopping mall and in Orange Stores everywhere.
A powerful relay to the web
At the end of the dance, participants could load their videos on various kiosks located nearby, to publish them on their favorite social networks. Some of them were shown on Orange’s digital platforms, such as its YouTube page providing yet another chance to live and re-live this exclusive virtual experience. Personalized Christmas cards also came as an additional feed together with a large seeding campaign (video contents spread on relevant blogs).