On 24 June, Wall’s ice cream launched a new AR OOH campaign, featuring augmented elements that can be viewed with the naked eye. More specifically, it partnered with Mindshare, GroupM OOH and DOOH.com to transform two large-format OOH screens in London and Manchester into ‘WinDOOHs’.
The WinDOOH billboards show augmented 3D animations of Wallie (Wall’s ice cream freezer) and the Cornetto and Twister products. What makes the WinDOOH campaign stand out from traditional AR OOH executions is that it does not require viewers to use mobile devices to see the interactive elements. For this reason, DOOH.com has dubbed the technology as ‘mass participation AR’.
Louise Morley, Wall’s Marketing Manager at Unilever UK commented:
Wall’s has been delivering ‘A Taste of Happiness since 1922’ and we are thrilled to launch this world-first activation that brings the magic of ice cream and the playfulness of Wall’s to life in such an interactive and engaging way. The WinDOOH technology is the perfect canvas for us to hero Wallie and showcase our new Wall’s Masterbrand campaign, creating memorable experiences that extend beyond traditional advertising. Out of Home is a key focus for us now and in the future, and this campaign exemplifies our commitment to innovation and creativity in this space.
The campaign launched on 24 June at Westfield Stratford and Manchester One and it will run until 1 September. In addition to the WinDOOH billboards, a wider OOH campaign will run on TV, digital, social media, podcasts, radio and in-store featuring Wallie and Wall’s red heart logo.
Featured image: Wall’s
