3 so-good-you’ll-wish-you-thought-of-them campaigns

1. BMW
Augmented reality will – and already is – changing the way we shop.

Just last month, Amazon updated its iOS app with a 3D rendering feature that means you can now ‘place’ a product in your home through your phone’s camera.

Loads of other companies are taking AR just as seriously as Amazon, and Snapchat’s one of them. Rumours have been circulating for a few months about an interactive 3D augmented reality feature – and now it’s here, with BMW jumping straight in the driver’s seat to give it a road test.

Snapchatters can get closer than ever to BMW’s new X2 model, without ever stepping foot in a showroom. The car appears in front of your eyes, through the in-app camera, after swiping up on the vertical video ad.

Want to see how great your flash new ride will look on your driveway? This tool will make it happen.

But the fun doesn’t stop there.

You can move around the car, viewing it from every angle, and you can even customise it (e.g. paint colour) to suit your style.

There’s no doubt that the power of this kind of technology for commerce is huge. The ‘try before you buy’ format has always been effective but augmented reality is set to bring it to the masses, requiring minimal effort from consumers and minimal expenditure for brands. It’s impact on buyer interest could be explosive.



2. Lowe’s
Escape rooms – where groups of friends pit themselves against a timer to solve puzzles and free themselves from a locked room – are having a moment right now.

The format started out on TV but similar experiences have now popped up in towns and cities across the globe, meaning regular Joes can give it a go.

Ahead of Black Friday, US home improvement retailer Lowe’s jumped on the bandwagon with a thrilling escape-room-themed campaign that, funnily enough, involved guest appearances from the majority of its stock list.

The concept was as follows: four pro craftspeople/YouTube influencers, each with different specialist skills (e.g. electrician), had 60 minutes to DIY themselves out of three locked rooms. Each person could choose one tool to take in with them, although more could be unlocked at various points throughout the game.

To add to the tension, an alarm sounded every 15 minutes to remind participants that time was running out, because intense pressure and power tools makes for a must-see combination.

A Lowe’s employee could be contacted via walkie-talkie for times when a helping hand(yman) was needed.

While other companies, like Google and HBO, have also run escape room campaigns, the beauty of this one is how well it fits in with Lowe’s product lines and core audience’s interests.

The very nature of escape rooms lends itself perfectly to a home improvement retailer. What better way to showcase a vast range of tools and equipment to wannabe DIYers, than to show the pros using the products in cool and exciting ways as part of a seriously addictive game show?



3. Yoox
A magic formula guaranteed to make someone stop, look and act when they see an ad unfortunately doesn’t exist yet. But there are loads of tactics and techniques advertisers use to increase ad impact – an especially effective one being creating a sense of urgency.

Us humans are predisposed to FOMO, especially when it comes to shopping. Is there really anything worse than buying something only to find out it was half price yesterday? No. There’s not.

In a partnership with Google and Stink Studios, Italian online fashion retailer Yoox has decided to take FOMO and urgency to the max this season, with ads featuring ‘The World’s Most Exclusive Collection’.

The title alone is a strong claim but don’t worry, it’s backed up by the campaign concept – shoppable pre-roll ads that give the viewer 15-seconds to ‘save’ a great deal from destruction.

The viewer is left in no doubt about the ultimatum they’re being faced with. Not only is there a panic-inducing countdown clock but clever cartoon-style animations make the garment’s impending fate crystal clear.

Once the ad is over, the offer is totally kuput, and is unclaimable forever to whoever just saw it. It can’t even be found on the website.

The ads get even more impressive when you take into account that each visual is rendered in real time, thanks to a technology by Stink Studios called RITA. This means that each is totally unique, with differing personalisation and design factors.