The next Swiss International Air Lines ad users will see on their mobile will be different from traditional banner ads. Once they tap on it, they will be immersed into an interactive AR experience. There, they will discover the benefits of traveling business class with the airline.
For Swiss International Air Lines, traveling in comfort and style is one of the major unique selling propositions. However, photos and videos are not enough to get people out of their comfort zone and into a traveling mindset.
To change this state of things, the airline partnered with NY-based COFFEE Labs and Mindshare to create an immersive ad campaign. It is a complete AR experience that blends interactive elements with 360-degree videos.
Immersive technology company COFFEE Labs designed an AR experience that does not inconvenience viewers in any way. Thus, they do not have to install an app or navigate to a different micro-site in order to experience the ad. They remain in the same online ecosystem where they found the ad. Once they finished the AR experience, they can easily return to browsing the web page.
To achieve this, the ad utilizes the WebAR platform developed by 8th Wall. This platform allows developers to customize the AR experience and implement advanced audience targeting in the backend. Thus, brands can trust that their ads will appear in relevant and safe placements across the internet.
The interactive ad campaign guides users through four hotspots that showcase the benefits of SWISS Business cabin services.
From food to in-flight entertainment, the AR experience allows users to explore the cabin and imagine the take-off towards unknown destinations. For Al Silvestri, partner and CMO at COFFEE Labs, creating this experience is in line with the company mission:
“We believe in making content that is meant to be experienced, not just consumed. Swiss International Air Lines is dedicated to bringing the highest level of product to their customers, just as they do in the skies, and really empowered our team to push the limits of what is possible for immersive technology in a mobile ad unit in this campaign.”
For media partner Mindshare, the AR experience is “a true experience for consumers – not just something to be viewed, but remembered,” according to Associate Director of Invention Zachary Freeman.
The AR experience ad campaign for Swiss launched on May 19. Until you encounter it on various websites, you can watch the demo below.
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