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.”