VOLEZ VOGUEZ VOYAGEZ NYC APP

TitleVOLEZ VOGUEZ VOYAGEZ NYC APP
BrandLOUIS VUITTON
Product/ServiceVOLEZ VOGUEZ VOYAGEZ EXHIBITION IN NYC
Category B02. Mobile Apps
Entrant CHEIL FRANCE Paris, FRANCE
Idea Creation CHEIL FRANCE Paris, FRANCE
Production BIG BOSS STUDIO Paris, FRANCE
Production 2 BLACK MEAL 75003, FRANCE
Credits
Name Company Position
Nicolas Paillieux Cheil France Executive Creative Director
Jérôme Gautier Cheil France Head of Operation

Background

The travelling exhibition Volez Voguez Voyagez unveils the history of the Louis Vuitton brand since 2015. After Paris, Tokyo, and Seoul, Louis Vuitton must once again make a sensation, from 27th of October to 07th January 2018, this time in New York City. How can the exhibition Volez Voguez Voyagez become a must-see for over-solicited New-Yorkers who have already seen and done everything? We broke the codes of mobile apps dedicated to exhibitions: Technology at the service of the visit, without requiring any action from visitors. We implemented around 100 beacons for indoor geolocation and used them to trigger digital experiences in the app around the Travel spirit embodied by Louis Vuitton. This new immersive mobile application allows to visitors to create and share personalized content turning our solution from a simple application as a genuine travel diary.

Describe the creative idea

Transform the visit in an immersive and interactive journey thanks to an app thought as a travel journal. The visitors are invited to embark on the American Stock Exchange Building. EXPERIENCE 1. Start the visit by virtually tagging the walls. EXPERIENCE 2. Animate Louis Vuitton’s portrait via augmented reality. EXPERIENCE 3. Take part in an expedition in the middle of the desert in augmented reality. EXPERIENCE 4. Personalize a travel trunk with iconic hotel labels. EXPERIENCE 5. Leave a graffiti note in the guest book. EXPERIENCE 6. Take photos with exclusive filters inspired by the exhibition’s rooms. EXPERIENCE 7. Memory from my visit of the Vuitton exhibition New York

Describe the strategy

After Paris, Tokyo and Seoul edition, the main objective for NYC were turn a mobile application into a dedicated experiential medium. In NYC, one of the most entertaining cities in the world, how can the exhibition VVV become a must see? How to transform the visit of the exhibition in an immersive and interactive way in the heart of Louis Vuitton’s History stirring all visitor’s senses so that they discover the Louis Vuitton brand in an unexpected way.

Describe the execution

We build an iOS and Androïd mobile application available on stores (28 000 downloads from iOS & Androïd Stores). This mobile application is linked to a Node.js Back Office to manage several languages and content moderation. The App allows to visitors to take photo with 18 exclusive filters which can be shared on Social Network. We created 7 experiences to live mainly done via Vuforia AR (42 000 experiences lived and 120 000 memories generated). Each visitor spent 11’27’’ average on the app.

List the results

7 experiences to live 14 exclusive filters available 1 animated personalized memory to share 28 000 downloads 11’27’’ average spent on the app 42 000 digital experiences lived 120 000 memories generated