CASE STUDY: SERVICE INNOVATION
INDEPENDENT EVENTS
Summary:
 Combining augmented reality technology and pop-up shop movement to push a social marketing
message, the first of its kind in UK
 Exploring road safety in a unique and interactive way
 Developing an augmented reality experience activated by brand ambassadors
Picking up on the key trend of pop-up shops and wrapping empty retail units, Independent Events
sought to combine this with an augmented reality immersive experience to develop a unique road
safety environment, driving innovation of these key trends in a more enagaging way than previously
utilised with a social marketing focus. Using the technology as a key conversation starter we created
a space to allow discussions to be made for the usually sober subject of road safety targeting key
demographic of 17- 24 year olds.
The solution was to create one of the first augmented reality pop up shop experiences in the UK,
smashing an intu Metrocentre store frontage with a 3D virtual drunk driven car, creating a truly
unique AR experience.
The shop front was designed to represent an auto accessories store with items displayed on the
shelves contained road safety messaging instead of company logos. The revving of the car’s engine
could be heard in the distance, the car comes careering into view then smashes through the window
exploding shards of glass across the centres floor.
The viewer is able move their device to experience the collision from different positions and angles.
This total 3D experience highlights the danger of drink driving in a visual and engaging way and also
draws the tech savvy target demographic into the campaign messaging.
Independent Events wanted to bring innovation to the Road Respect campaign and expand on what
is in essence a sober subject with the latest technologies key to implementing this innovation was
recruiting a team of subject trained brand ambassadors.
Having seen augmented reality experiences work with varying degrees of success, IE saw what was
often lacking was the combination of face to face brand engagement and demonstrating the
emerging AR technologies. So many experiences rely on the public stumbling across an app and
downloading it without prompt, which is why the campaigns fail to achieve the engagement levels
demanded for ROI in today’s budget conscious world. They decided to bring in a change that was to
combine the AR experience with a live event and a team of brand ambassadors calling the public to
action. The team of brand ambassadors armed with ipads and ipod touches activated the
experience as the public watched which removed download issues which previously reduced the
effectiveness of AR experiences. This allowed a conversation to develop and key campaign
messages to be communicated in a way which target demographic would engage with. Once the AR
window had been experienced the brand ambassadors walk the user into the shop to extending the
conversation and allowing other elements including driving simulators, flash card road safety games,
beer goggle activity and competitions to come into play.
The fully branded pop up shop was created in the intu Metrocentre, Gateshead, one of the country’s
largest shopping centres with footfall of over 23 million per year it was the ideal regional location to
launch the campaign. The shop was supported with a strong online #idiotisachoice campaign and
radio support ensuring a 360 degree approach to outputs working in partnership with Navada Group
who manage the communications, Gateshead Council and development partner Vector76.
Benefits to customers:
 Best attended roadshow in the campaign’s seven-year history
 Total campaign return on investment of 42.2%
 70% increase in footfall from the previous events
Contact:
[email protected]
0191 2657224
www.independent-events.com