"A multilingual and interactive platform, AR was the perfect choice for us to engage Aussie and Chinese mums for their latest campaign."
Independent creative agency The Idea Shed has produced an augmented reality experience across digital, social media/mobile for Nuchev Food’s toddler milk drink, Oli6.
In Australia the infant formula category is hugely competitive and the goat formula segment of which Oli6 leads, makes up a very small percentage of the total category.
To date there has been a lack of education and presence of the category, and mothers’ fear of making the wrong decision in choosing a formula for their baby.
A recent RMIT University research study, published in the British Journal of Nutrition, showed that goat’s milk has 14 natural prebiotics, five of which are the same found in human milk.
These prebiotics increase the growth of beneficial bacteria and reduce the incidence of harmful bacteria like E.coli and Salmonella.
The challenge for The Idea Shed’s Melbourne office was to deliver the benefits of Oli6 in an engaging way while providing mums with the confidence that this product is ‘naturally the smarter choice’.
“A multilingual and interactive platform, AR was the perfect choice for us to engage Aussie and Chinese mums for their latest campaign," The Idea Shed Melbourne general manager Rich McCrum says.
"It enabled us to control content in different markets remotely and display specific content depending on the region.”
Shoppers can scan the Oli6 product, or directed via social media, and the experience will automatically load.
The augmented tin displays in the user’s camera environment and the animated menu will load for them to explore at their own pace.
The menu includes an interactive 360 tour of the Oli6 farm, particularly important for mums who are drawn to the ‘natural’ landscapes of Australia, associating Australia with good health.
“Oli6 plays in an incredibly complicated and highly regulated category," Nuchev head of marketing Rhys Denny says.
"Not only did The Idea Shed find a solution to navigate through this complexity, but the AR APP delivers a consumer friendly, highly engaging and fun mode of communication with all our core target audiences, which we believe will deliver significant awareness and education around the brand benefits.”
Credits
Agency Team:
Nigel Hooker - Creative Director
Rich McCrum - General Manager, Melbourne
Elkie Pieterse - Production Manager
Agency Partners:
Virtual Immersive
