“BABY BACK HOME” Augmented Reality Campaign
Advertising@chinaSMACK previously wrote about an Adidas campaign that used Kinect technology in outdoor advertising to interact with consumers and this article is about another interesting use of augmented reality. There is a continuing trend in outdoor advertising to move from passive interaction to active participation and earlier in the year JWT partnered with Baby Back Home, which is an association that posts profiles online of missing children and their families. The result was a creative and interesting campaign that helped raise awareness about a growing problem in China.
“BABY BACK HOME” Campaign Creative Idea
According to JWT, “In China, over 20,000 children go missing each year. Abducted not for ransom but sold into slave labour, prostitution, or a life on the streets as beggars. For the parents, hope to find their children in a country so big, is small.” With this information JWT wanted to create a campaign to help bring awareness to this alarming statistic. They came up with an idea to place AR-interactive sculptures in public places. The sculpture was of a family (mother, father, and missing child). Participants could download the “Missing Child App” allowing them to hold their phone in front of the sculpture and see pictures and hear stories about missing children across China. The participants could also upload pictures of children who they suspected were missing children.
“BABY BACK HOME” Campaign Results
The campaign was an immediate hit with over 20,000 instant downloads, but that was just the start, by the end of the campaign the “Missing Children App” reunited two missing children with their families. The campaign ended with winning three Cannes Lions and one Spikes awards. The campaign won:
2013/MOBILE – Mobile Applications/Charities/Gold – Cannes Lions
2013/MOBILE – Best Integrated Campaign Led By Mobile/Silver – Cannes Lions
2013/MOBILE – Use of Technology/Silver – Cannes Lions
2013/Outdoor/Silver – Spikes