Saatchi and Saatchi New York have recently used Augmented Reality as part of their Honey Nut Cheerios campaign. As far as we know this is a world first AR game that launches off a cereal box (you can play it at: www.honeydefender.com).
But as true Heavy Chefs we wanted to find out if it was just another fancy gimmick or if the overall marketing objectives were leading the process? We spoke to Manny Galan, SVP Creative Director at Saatchi & Saatchi, New York, to find out.
1) What were the marketing objectives for the campaign and at what point was it decided that augmented reality could help achieve these objectives?
Our ultimate goal was to turn our box, which is normally discarded, into the ultimate premium. Turn the box itself into the “TOY” normally found inside. Digital Premiums are the way of the future and with no physical manufacturing concerns it makes it strategically and financially easier to reach the intended audience.
2) How is the campaign being measured? And what figures would constitute the campaign being successful for the client?
It’s difficult to set metric goals on such a groundbreaking application of technology since the adoption curve for anything like this is difficult to predict. We are exploring it with very open minds and our expectations are that consumers will appreciate the innovation and that, hopefully, we’ll ignite a tipping point.
3) Your general thoughts on Augmented Reality being used in marketing. Is it a gimmick/fade? If not how do you see it progressing so it becomes more utilitarian rather than just having a wow factor?
It will end up being nothing more than a passing fad unless the industry invests the time to make more thoughtful applications of the technology that better compliment brands. Currently we’re deluged with many uninspired, virtually similar uses of the technology. Nothing that goes past the initial wow factor. In a years time, if the industry doesn’t discover more interesting, sensible applications AR will be dismissed as a tired and failed enterprise.
Augmented Reality is a tremendously powerful tool in the right hands and as time goes on it should prove to have longevity.
Thanks for your thoughts Manny, and good luck with the campaign!