We had two very different goals. First, we had to build awareness of the product, and second, we had to drive traffic to the AR experience.
For the AR experience, Google Zoo used MoodMe, which integrates your mobile camera with visuals from the campaign. The ads that we created mimicked this, to give a tempting taste of the AR experience to come, and present the product at the same time.
We created a data driven display campaign that was reactive to geolocation and environment; and was tailored to the time of the day.
We created a data-driven display campaign that was reactive to geolocation and environment; and was tailored to the time of the day. For added spice, we introduced weather into the mix. This made the whole campaign more quirky – and gave our monsters another playground where they could create more mischief.
We produced 800 creative iterations —10 weather situations x 40 cities x day and night — and fitted them all into a single template. That meant one single banner ad with hundreds of different message variations that would only need to be trafficked once. All thanks to the power of dynamic advertising (and a touch of monster magic).