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Despicable Me 3 Delights with Augmented Reality OOH Advertising

by Sheryl Lam | Jun 22, 2017

Singapore-- Despicable Me 3, the latest instalment in this hugely popular animated film, has stayed on-brand with an entertaining out-of-home campaign that layers augmented reality (AR) experience through Clear Channel Singapore’s platform. 

There is more than meets the eye in the Despicable Me 3 advertisements on Clear Channel Singapore’s 6-sheet panels. By scanning the posters with an AR app, audiences see a trio of minions prompting them to ‘Follow Mel’, the newest minion and ringleader of the enthusiastic group, leading to a catchy YouTube clip starring beloved characters beckoning viewers to ‘book your tickets now’. Fans may also take photos with the AR minions and seamlessly share it on social media, giving extra mileage to their brand experience.

To bridge offline with online, the campaign utilised Clear Channel’s Connect- a suite of digital mobile solutions. There are diverse ways to use Connect to meet campaign objectives - driving traffic to M-commerce; entertaining with games, videos and music; encouraging interaction and boosting brand advocacy via real-time polling and social media engagements, in addition to AR. Consumers simply tap or scan their smartphone over Connect’s NFC tag or QR code like in this campaign, or connect via Bluetooth to Beacon-ready panels, to instantly open a gateway to an online brand experience.

For clients, executions of Connect campaigns are straightforward with Clear Channel being the single point of contact- managing the resources, production, and technology partner. “When brands consider using technology such as AR, there are concerns about quality, scale, coordination, etc. Our platforms and partnerships enable advertisers to execute innovative ideas at ease with the right partners that understand the business and campaign needs,” said Amanda Woo, Head of Commercial, Clear Channel Singapore.

“We often advise clients that the simplest executions are the most effective, bearing in mind dwell time at bus and taxi shelters. With Connect, we address the on-the-go and mobile-first audience, and bring valuable content to them via mobile interaction,” Woo added.

The Despicable Me 3 AR execution is being featured on 100 faces of 6-sheets from now until 21 June 2017. The campaign is also boosted by 100 Play digital panels.

Despicable Me 3 is now showing in cinemas.

Media Agency: MEC 

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