AN OUT-OF-THE-BOX IDEA (SORRY NOT SORRY)

Yes it’s the most cliché phrase in the creative book but for this project there was an actual box involved. And stuff came out of it. So yeah, it was an out-of-the-box-idea.

EE wanted to position themselves as the no.1 network for mobile gaming and to support this they launched a new, exclusive add-on to their plans - the XBOX Game Pass. They ran a nationwide campaign but wanted a digital in-store experience which showcased the immersive nature of gaming on the go. We knew that for shoppers to truly get to grips with the Game Pass, we needed to put it in their hands. But with covid restrictions still in place, a hands-on experience seemed impossible. Or was it?

We created unbox gaming on the go - an interactive experience that virtually put the benefits of EE’s newest add-on into shopper’s palms - using their own phones. Shoppers scanned the QR code to place an AR gaming crate into the store environment, before tapping to unbox EE’s gaming world. They could explore gaming-inspired zones, from Fuji Race Circuit to Fantasy Castle, by tapping the information hotspots. They discovered the games available by locating hidden easter eggs, and by finding the trophy on Treasure Island they could enter our competition to win amazing gaming prizes.

The activation launched in all 600 of EE’s stores, bringing AR into the retail space for the first time for the brand and helping shoppers level up their plan.

Featured in The Drum