Augmented reality is finding its way to the Out Of Home market – a groundbreaking innovation.
Basic-Fit is leading this charge in the Netherlands with an installation in the Hoog Catharijne shopping center, for which we developed an immersive AR mirror.
This activation is part of the ‘Boost Your Mood’ campaign, which highlights the power of exercise to improve your mood and reduce stress.
The Basic-Fit AR Mirror has an interactive screen with a camera, using the latest technology (powered by Snap AR) to track players’ movements and enable real-time interactions. The game consists of mobile phone notifications flying towards the players, which they need to kick and punch to score as many points as possible.
With this highly immersive screen, this inviting activation offers shoppers a playful and innovative way to discover the benefits of exercise together with limiting their notifications, and experience how it can boost their mood. A 100% immersive workout experience!
By placing this installation in a high-traffic shopping area, the AR mirror provides instant engagement with the brand. The augmented reality mirror immediately recognizes and tracks a bypasser’s movements, offering an intuitive and highly immersive experience with a guaranteed long playtime. The fact that no smartphone is needed to start playing, adds to both the immersion and engagement.
After sweating it out, participants are rewarded with a shareable video of their workout for their own social media accounts, which they can download via a QR-code on screen. In addition, the daily top scores of all players are displayed in real-time (after submission) on a large advertising screen on top of the installation, visible from a larger distance within the shopping mall.
These extras add to the even wider reach beyond the thousands of shoppers passing by each day.
Bringing AR to a huge 85” screen forced us to rethink how people interact with a larger than life ‘mirror’ compared to a small mobile screen. Camera angle, distance, and running the Snap AR API locally in 4K came into play. Hundreds of tests resulted in the perfect balance between visibility, playability and optimal immersion.
The campaign also had a component on Snapchat itself, featuring the same game as on the AR mirror as a Snapchat Lens.
Now you can get your kicks & punches in at each moment of the day, by just enabling this Lens!
The storyboard of the full game experience