schuh X crocs

The process

Once our creatives understood the ask, the direction of an augmented reality experience was a strong solution for the brand. The mixed reality experience would allow shoppers to gain additional interactive elements that would come to life when scanned through a smart phone camera. The fact that most of the target market  have access to a smart device seemed the stronger options versus a VR experience, where participants would need to queue in order to wear a headset containing the experience.

The idea utilised the campaign photography and the illustrations within them to create 3D animations that would activate at different points throughout the store. This activation would then transport the viewer to the crocs Mega Crush City and immerse them in a hybrid world, in turn giving the user an opportunity to place themselves with the campaign and share on their social feeds.

The development

Although A.R is starting to become more mainstream, there are very few examples of this technology lending itself to retail environments. For this reason IPOS in-trusted the help of the 8th wall A.R platform and our digital development partners to prototyping and user-test the experience, ensuring optimal functionality and user engagement. As the A.R feature captivated customers in-store, the analytics tracking also provided invaluable insights into participants behaviours.

The activation

Alongside the digital execution, IPOS designed, produced and installed the physical builds of this project. This included the in-store activation at Oxford Circus and the mixed reality window in Liverpool. During the weekend activation of the campaign, shoppers were also encouraged to interact with the physical world by jumping into the 360 selfie booth that was placed in the heart of the store. This booth captured 360 degree video of customers against a crocs Mega Crush City backdrop. This content was then readily available for the participants to download or share.