THE PHILIPPINES, DECEMBER 2011: Celebrating the diversity of Paskong Pinoy (Filipino Christmas), Globe Telecom launched the country’s very first augmented reality (AR) print campaign “Globe Gets Me”, 11 days before Christmas.
AR, a live view of the physical, real-world environment with computer-generated elements such as visuals and sounds, is slowly becoming a common element in advertising and marketing campaigns in the Philippines. It has also been used as a tool to drive traffic to various websites or as a mode of coupon-based marketing promotions.
However, familiarity with the medium doesn’t immediately spell ease. “The challenge of an augmented reality print campaign was making sure the the AR code was still readable even with the newspaper’s paper quality,” said Cris Cariaga-Lacuna, member of Globe’s Corporate Communications team for Corporate Brand Management. Their main concern was ensuring that readers will get the same seamless results, regardless of different factors, such as lighting condition and background elements. “The most special part of this effort is it strongly brings out the Globe brand essence of doing things ‘your way’,” continued Cariaga-Lacuna.
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After much testing from the production end, the Globe Christmas ad launched last December 14 in three major broadsheets, which could be accessed through www.globe.com.ph/globegetsme. The full-page ad is dominated by five-part lantern showing Filipinos’ “own versions of Christmas”; the AR icon composed of three small lanterns is located at the lower left corner. The AR ad is expected to run in national broadsheets and tabloids, as well as proivincial papers in Visayas and Mindanao. Cariaga-Lacuna also said that they currently working to extend the print AR campaign to online channels. Working with Globe for this Christmas are Publicis JimenezBasic and Universal McCann for the creative and media execution, respectively.
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The AR experience
“The use of AR in our marketing campaigns will engage our customers further. With the AR, we will establish a more personal affiliation with our brand, immerse them through the use of their senses, and forge a more robust interaction with our products and services,” said Yoly Crisanto, Head of Globe Corporate Communications.
Aside from their Christmas AR campaign, Globe has also undertaken pioneering advertising efforts, including an interactive LED billboard for the launch of Globe Tattoo in 2009, 3D newspaper false covers for the launch of the iPhone 4 in 2010, and, most recently, the first TV commercial launched through Facebook last November 2011 – Today I Will for Globe Prepaid.
