Data-Driven, Cheeky-Tricky Monster-Campaign

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How do you surprise and engage these tech-savvy young consumers? Weather triggered advertising and augmented reality (AR) were the answer.

About the Project

This was a beast of a job (in a good way) for the launch of Les Monstres de Nina Ricci, a new fragrance aimed at teens and Millennials.

How do you surprise and engage these tech-savvy young consumers, for whom using smartphones, Snapchat and Instagram is as natural as breathing? Weather triggered advertising and augmented reality (AR) were the answer.

Solution

The creative studio Google Zoo came up with a fun and engaging AR experience. Our task was to create a data-driven ad campaign that was just as fun and just and engaging, and that delivered targeted messages to Nina Ricci’s audience in Latin American markets. 

We had two very different goals. First, we had to build awareness of the product, and second, we had to drive traffic to the AR experience.

Results

We created a data-driven display campaign that was reactive to geolocation and environment; and was tailored to the time of the day. For added spice, we introduced weather into the mix. This made the whole campaign more quirky – and gave our monsters another playground where they could create more mischief.