| Title | GUCCI - AR SHOE TRY-ON |
| Brand | KERING |
| Product/Service | GUCCI |
| Category |
A02. AR |
|
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
|
Credits
| 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 |
Background
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.
Describe the creative idea
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.
For the new Gucci Shoes launch 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 feet, move, walk and buy from the Snapchat experience
Describe the strategy
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 sales.
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
May / June 2020 a launch entirely digital on Snapchat
Lens in the snapchat camera screen
Snap Ads to AR to swipe up and unlock the experience
9 countries activated
List the results
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