Title	GUCCI - AR SHOE TRY-ON
Brand	KERING
Product/Service	GUCCI
Category	D01. Tech-led Brand Experience
Entrant	SNAP London, UNITED KINGDOM
Idea Creation	SNAP London, UNITED KINGDOM
Idea Creation 2	WANNABY Minsk, BELARUS
Media Placement	SNAP London, UNITED KINGDOM
Production	SNAP London, UNITED KINGDOM
Production 2	WANNABY Minsk, BELARUS

Name	Company	Position
Salome Jestin	Snapchat	Senior Creative Strategist
Joachim Piry	Snapchat	Creative Production Manager
Vira Melnychenko	Snapchat	Production Manager
Anton Autushka	Wannaby	Head of Engineering
Alexander Sologub, Aleksey Ropan, Andrey Luzan	Wannaby	R&D Engineers
Uladzislau Babitski, Andrei Kasinski, Andrey Urbanovich	Wannaby	3D Artists

Why is this work relevant for Brand Experience & Activation?

Trying on a new pair of luxury shoes is traditionally a very exclusive and exciting experience. However, with the world on lockdown launching new luxury footwear is a huge challenge. Gucci were able to navigate this by employing new machine learning technology to create a luxury try on experience that felt exclusive but that could be accessed by everyone. By launching this experience on Snapchat they were able to tap into the scaled behavior of AR usage, and the close friends networks that exist on the platform. In doing so they drove awareness and advocacy at scale, as well as

Background

When you go to a Gucci store, you also go there for the products, the brand but also for the experience, because it's pleasant to be in those stores. So when lockdown has knocked, how to launch new products and still engage people with the same pleasant experience.

Describe the creative idea (20% of vote)

For the new Gucci Shoes lanch during lockdown, we needed to create something as pleasant, as immersive and as engaging as your real store experience : the first ever real shoe try on in Augmented Reality. Try on directly on your feets, move, walk and buy from the Snapchat experience

Describe the strategy (20% of vote)

Launching a digital / virtual shoe is the opportunity to have as many people as we want to have a try. And way more that we could have in stores ! We targeted 9 countries (from US to FR, UK, MENA, JAPAN...) directly in the camera with an experience for male and an experience for women ! We also created special content from the experience to advertise in video and allow user to swipe up to try on the shoes.

Describe the execution (30% of vote)

May / June 2020 - A launch entirely digital on Snapchat Lens in carroussel - snapchat camera Snap Ads to AR to swipe up and unlock the experience 9 countries activated

List the results (30% of vote)

Reach : 18,9M Lens Playtime : 24,01 sec Attachement Playtime (swipe up from the Snap Ad to play with the AR experience) : 40,79sec POSITIVE ROAS