Three Mobile were vying to create and generate a unique and engaging OOH campaign surrounding their latest ‘Puggerfly’ character. Working with Limited Space, Three installed a giant 3D model of the pug into a prominent mall in the UK.
Three has launched the world’s first augmented reality Snapchat pet Puggerfly – as it looks to enhance its digital presence and tap into Snapchat’s 12 million-strong daily UK audience. From April 2018, Snapchat users were able to interact with a Tamagotchi-style digital pug-butterfly and follow its story as it transforms from ‘Puppyfly’ to ‘Puggerfly’ over the course of a week. As per the deal, Three’s customers will also be able to use Snapchat without using any of their data allowance.
The OOH campaign generated a buzz and produced a truly remarkable brand experience; shoppers at Liverpool One were invited to use Snapchat to take pictures of the suspended ‘Puggerfly’ as part of Three’s wider social campaign.
Snapchat’s international head of creative strategy, Will Scougal, says the Puggerfly OOH campaign is camera marketing “at its most powerful,” and underlines the potential of AR as an immersive and storytelling brand-building vehicle.
“A great example of how creativity and AR can be beautifully combined to delight people on Snapchat and turn them into advocates of the brand,” Scougal says.