The Challenge

Build brand engagement with students on their mobiles.

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Insight

Leading UK fast-fashion retailer New Look need to find new ways to engage with their super-connected, always mobile young target audience. This present challenges but also huge opportunities, especially in the UAE where mobile penetration is the highest in the Middle East and amongst the highest in the world.

Output

Since opening their first regional store in Dubai back in 2006, New Look has become a familiar brand presence in the retail centres of the UAE and across the Middle East. We built on this strong physical retail presence by creating a range of augmented reality (AR) experiences using our award winning AR platform, Reality Engine, to bridge the gap between the real and digital worlds of our young target audience.

The AR campaigns enabled students in the UAE to scan their New Look Student Card to reveal special offers and interactive features using a free app. They could also look out for campaign hotspots in and around New Look stores to interact with more exclusive content such as the ability for them to ‘create their own look’ by mixing and matching New Look products on their mobiles. All of the AR campaigns had social integration built-in enabling them to share their New Look mobile experiences with others. As well as building mobile buzz around the New Look brand offering, the campaigns captured a range of contextual data which was fed back into subsequent campaign activity.

The Payback
  • The 1st augmented reality student campaign in the Middle East.
  • AR used to kick-start a mobile strategy for New Look in the Middle East.
  • Average engagement time of 6 minutes and 53 seconds.
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