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Blog: belgium

Amazing 3D “Singing Stamp” from Vlaams Radio Koor

Chris Cameron May 9, 2014

The Vlaams Radio Koor (Flemish Radio Choir) from Belgium has created a series of 3D postage stamp videos for a new line of stamps, and the results are incredible!

As you can see in the video above, scanning one of the stamps with the Layar App displays a video playing inside a 3D model of a concert stage. The experience is incredibly immersive, as you can move in and out and look around inside the stage as a video message plays as the backdrop.

The video and Interactive Print campaign were produced and created by Havas Worldwide, one of the world’s largest marketing agencies. To promote a concert series of music based on letters sent by Johannes Brahms and Clara Schumann, Havas created the idea for a “singing stamp” that comes to life.

How did they achieve this effect? It’s built from two basic components of the Layar Creator: a 3D model (using the HOTSPOT button in the Creator) placed on top of a video button. The resulting effect of being inside the concert hall is terrific!

Read Havas’ press release about the “singing stamp” for more information, including how to order your own set of the stamps!

Permalink: www.layar.com/news/blog/540

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DreamLand Toy Store Launches Online Store with AR

Chris Cameron November 18, 2013

DreamLand, Belgium’s largest Toy Store and part of Colruyt Group, is helping to promote the launch of its online webshop with a cross-media brand activation campaign across Belgium.

The multi-faceted campaign also included a TV commercial, a flyer, a pair of websites and more! The work was even two-fold due to Belgium’s two main languages - French and Flemish. A brochure in both languages featured Layar’s interactive print technology to bridge the gaps between the print and digital elements of the campaign.

The cover of the brochure, which reaches 4 million households across Belgium, comes to life with an excellent example of AR video. Readers can scan the cover to watch the boy (and some of his toys) come to life and share his wish list with Sinterklaas (the version of Santa Claus celebrated in Belgium as well as the Netherlands and Luxembourg).

The video grabs readers’ attention and directs them to a campaign landing page where kids can interact with Sinterklaas, asking and receiving video responses to their questions. Parents can also order a personalized letter from Sinterklaas himself to surprise their kids.

“We believe AR still has a strong ‘magical touch/appeal’ by bringing visuals, characters and text to life,” said Fred Goffin of Colruyt Group. “From a customer journey perspective, AR brings print closer to the digital ‘gate’ which was a key objective of the campaign.”

Visit DreamLand’s pages (one in Flemish, and the other in French) to learn more about this terrific cross media campaign with Layar.

Permalink: www.layar.com/news/blog/519

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Mystery Container Wows Antwerp with Layar

Chris Cameron May 3, 2013

Recently, Belgian creative agency Think Yellow teamed up with Layar partner agency Limebizz to create a truly engaging augmented reality experience for a special mystery client that drew an incredible amount of attention in Antwerp’s central train station.

The project, called “What’s In the Container,” centered around a mysterious bright orange cargo container assembled in the station’s main atrium. Around it, instructions were placed to attract passers by to scan the box with Layar for a hint about the container’s contents. If, on the day the container is to be opened, they could “crack the code,” they could win whatever was inside the box.

With tens, if not hundreds of thousands of people passing through the station, the project garnered quite a bit of attention. Social media was a powerful driver of this, as people were encouraged to use YouTube and Facebook to participate in the campaign.

They could step into the “Babble Box” and leave a video comment about what they thought was inside. Over 1,000 videos were recorded and automatically uploaded to YouTube, as people of all ages left their guesses about the contents. As more people “Liked” the container on Facebook, more hints were revealed about what was inside, encouraging sharing and spreading the message.

Scanning the side of the container with Layar displayed an AR video that let users “look inside” the container to see even more hints. The combination of social media and augmented reality from Layar made for a very engaging and attractive experience for visitors to the station.

Just recently, the code was cracked and the mystery was solved. The mystery client was Belgian cava maker Grand Baron and the container was packed with the bubbly stuff! Check out the video below to see the opening, which featured musicians and dancers choreographed in a beautiful ceremony.

This campaign is a perfect example of the extensibility of Layar’s interactive print! It’s great not just for individual experiences on the pages of a magazine, but – as we’ve seen with the great success of projects from CBS Outdoor – it also works great with large-form advertising in public, like billboards, posters or big bright orange containers full of champagne.

“The Layar App gave our static container a dynamic feature that has caught the imagination of many visitors,” said Think Yellow. “It really came to life and distinguished our project from many other projects in Antwerp Central Station.”

Permalink: www.layar.com/news/blog/487

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