KPN x SAIL Magic Mirror

We created a fully immersive AR Magic Mirror Game on a ship for KPN during SAIL 2025

Client
KPN
Year
2025
Event
SAIL 2025
Format
AR Magic Mirror Game
Location
Amsterdam

As main sponsor of SAIL 2025, KPN put connectivity at the heart of the event. Beyond the strong 5G networks, connection was also the main theme on the water itself.

Below deck of the KPN Media Boat De Louis, we installed a custom AR Magic Mirror, turning visitors into captains, teammates, and connectors.

Connecting Everyone

As main sponsor of SAIL 2025, KPN brought their brand promise to life: connecting everyone. Besides reliable coverage across the IJ waterfront and real-time crowdmanagement, several consumer activations brought SAIL even closer to visitors.

On the Media Boat De Louis, this took shape in our Magic Mirror installed below deck. In a custom, fully branded game, players could join a challenge that made people move, laugh and steer together.

Branding the Experience

The Magic Mirror below deck became the heart of that activation. Stepping into the game space, visitors were surrounded by KPN green – from the lighting to the digital overlays – instantly extending the branding from the Media Boat into the interactive world. Louis the cat, already visible on the outside of the boat, reappeared as your co-captain in the AR game. Even the captain’s hats were tinted KPN green, making the transition from real to virtual seamless.

The result was a fully branded journey where the look and feel of the boat flowed directly into the gameplay.

The Playthrough

As solo or co-op captain(s), you set sail together with Louis the cat. The rules were simple but demanded collaboration: move in sync to steer the ship along its course, dodge islands, and “connect” passing boats with KPN’s high-speed internet. Each session ended with a personalized video, ready to download and share.

The results speak for themselves: