Three’s ‘Oh Snap!’ campaign was designed to support its new partnership with Snapchat as part of the ‘Go Binge’ proposition.
We wanted to achieve the following: drive brand awareness, encourage Snapchat users/Three customers to download their own ‘Puggerfly’ AR pet via a Snapcode (featured on OOH placements) and drive footfall to Three stores. Kinetic Active were also tasked with bringing the spectacular Puggerfly to life in the real world and create new routes of interaction alongside Three’s AR asset hosted on Snapchat.
The Puggerfly and Go Snap pairing was made famous across the UK on TV, OOH and Digital.
To add to this, we delivered over 132 million impacts across the nationwide campaign. High footfall locations within high dwell time environments were a prime consideration strategy to allow opportunities for engagement with the interactive copy via the Snapcode creative. The creative encouraged Snapchat users and Three customers to download their own adorable ‘Puggerfly’ AR pet via the Snapcode that featured on all OOH placements – the prime example of using OOH to drive consumers online.
The campaign is a great example of OOH’s ability to drive national awareness and achieve brand fame.
This was reinforced by experiential activity, including a bespoke 20 ft 3D Puggerfly suspended in the middle of Liverpool One, two special build billboards, and four interactive screens that replicated the Snapchat lenses experience. OOH played a role in creating shareable content on social media, tying in well with the popular #Puggerfly which gained traction across multiple social media feeds.