Lowe Vibe and Mobile Works created the 1st Live Augmented Reality in-store in Romania

Cristina Blanaru Creativity

Lowe Vibe and Mobile Works made a campaign for Unilever that takes the form of an unconventional experience for all men loving strong cars. The campaign is activated in-store, through an AR project, in Cora, Carrefour and Real stores all over the country, exclusively at Unilver’s Men Care stands (Rexona Men and Clear).

The idea from Lowe Vibe and Mobile Works came following a partnership made between the 2 personal care brands from Unilever’s portfolio and Lotus F1. The concept behind the Live Augmented Reality app, which is activated for the 1st time in-store in Romania, aims to unveil to consumers a special experience from behind the scenes of the auto races.

Live Augmented Reality experience has a simple functioning mechanism: anybody that passes by through the special Unilever Men Care stands in the 3 hypermarkets can “meet” live with 2 hostesses that prepare to give the start signal for the race.

The action is part of a series of programs to activate consumer and is part of the partnership made by Rexona, Clear and Lotus F1 Team. Passion, excellence, efficiency and reaching the highest level of performance are the common values for Rexona and Clear, and also of Lotus F1 Team

Unilever’s representatives

 Launched on July 17th, the campaign ends on August 31st. The AR project was activated in stages, starting with the activation in Cora, followed by Carrefour and Real. The competition mechanism the campaign is based on is represented by sending, through SMS, the number on the cash recipe, after buying at least 3 products from Men Care range.

All people entering in the promotion can win one of the big prizes offered by Unilever: 2 trips for 2 at Belgium Grand Prix, a trip for two to Monza (Italy) or a special package with VIP treatment on Paul Ricard circuit (France), where the winner will have the opportunity to drive a race car directly on the circuit.

Lowe Vibe and Mobile Works are member of the group that also includes Brand Programming Network, Initiative, HyperActive, MedicOne and GolinHarris.