Reinventing Out-of-Home Advertising with Augmented Reality

In the fierce arena of brand marketing, standing out is more challenging and crucial than ever. As companies vie for consumer attention, the demand for innovative, non-intrusive, and engaging advertising solutions has skyrocketed. This is where ZAUBAR and augmented reality (AR) step into the spotlight, merging the physical and digital worlds to create memorable brand interactions.

The Challenge: Engaging Consumers in a Saturated Market

In today’s competitive landscape, traditional advertising methods often fall short in capturing consumer interest. Brands seek innovative strategies that not only catch the eye but also provide genuine entertainment, all without causing frustration or feeling forced. Coca-Cola faced this exact challenge with its Coke Zero brand, needing a fresh approach to not only draw attention but also create a lasting impression on consumers.

The Idea: Augmented Reality as a New Frontier for Brand Engagement

Digital channels have been thoroughly explored by brands through polished websites and active social media engagements. However, the frontier of augmented reality offers a new canvas. The concept was simple yet revolutionary: transform an everyday walk through a public space into an engaging, interactive brand experience. AR allows brands like Coca-Cola to engage with passers-by in a direct yet delightful manner, all without the need for field teams or physical handouts.

Implementation: A Seamless Blend of Art and Technology

ZAUBAR’s collaboration with Coca-Cola brought the Coke Zero AR Claw Machine Game to life at Nollendorfplatz, a bustling location perfect for catching the attention of diverse audiences. A stunning mural served as the backdrop for this innovative campaign, part of Coca-Cola’s #TakeATaste initiative. Passers-by were drawn in by the visual spectacle and engaged through a simple yet powerful mechanic: scan a QR code, play the AR claw machine game, and win a free Coke Zero.

The game was designed to be instantly accessible via a QR scan, requiring no app downloads and ensuring a frictionless experience. Participants enjoyed approximately seven minutes of immersive gameplay, culminating in virtually all players winning a refreshing Coke Zero directly from an adjacent vending machine.

Impact: Viral Success and Enhanced Brand Engagement

The Coke Zero AR Claw Machine Game was an instant hit, attracting 5,775 players in just the first month of its launch. The initiative not only increased Coke Zero’s visibility but also solidified its presence in the hearts and minds of Berliners. The campaign was complemented by a viral social media push on platforms like TikTok and Instagram, amplifying its reach and impact far beyond the physical location of the mural.

Conclusion: Setting a New Standard in Advertising

With the Coke Zero AR Claw Machine Game, Coca-Cola transcended traditional marketing channels, crafting a digital experience that met consumers where they live, commute, and relax. This project showcases how AR can revolutionize out-of-home advertising, providing brands with a powerful tool to engage audiences in a fun, memorable, and direct way. At ZAUBAR, we are proud to have pioneered this project, pushing the boundaries of what is possible in advertising and setting new benchmarks for brand-consumer interactions in urban landscapes.