Snapchat looks back at the top augmented reality campaigns of 2022 - Mediaweek

Snapchat has celebrated the creativity and innovation of Australian marketers, agencies and advertisers successful 2022, with a look backmost astatine immoderate of the best-augmented world (AR) campaigns to onshore connected the level this year.

Throughout 2022, Snapchat partnered with section brands, authorities organisations and planetary giants to bring augmented reality-powered fun, inferior and acquisition to its assemblage of much than 7 cardinal Australians.

Through ground-breaking campaigns which inspired, entertained and drove the assemblage to instrumentality action, this twelvemonth Aussie advertisement onshore flexed its AR musculus and leaned into exertion that is being utilized by the 250 cardinal Snapchatters astir the world, who prosecute with augmented world much than 6 cardinal times each day. 

Matt Coote, Snapchat’s caput of endeavor ANZ, said: “From creating a solar-eclipse with AR, to turning the Harbour Bridge into a phantasy world,  and adjacent enrolling to vote, Gen Z and Millennial Snapchatters crossed the state connected profoundly with brands and campaigns which embraced the powerfulness of augmented world to assistance our assemblage larn thing new, explicit themselves, person amusive and stock successful the infinitesimal with friends and family.”

Haran Ramachandran, Snapchat’s ANZ caput of originative services, said: “2022 whitethorn conscionable person been the twelvemonth that AR advertizing went mainstream. But it was besides a twelvemonth that saw creative, ground-breaking  uses of AR successful Australia truly instrumentality flight, and we’ve loved partnering with home-grown marketers and agencies who are showing the satellite however it’s done.”

In solemnisation of the twelvemonth that was successful AR, present are 10 of the champion locally created augmented world Snapchat campaigns of 2022: 

Samsung – AR’Clipse for Samsung Galaxy S22 

Celebrating the motorboat of Samsung’s Galaxy S22 Series, Snap and Samsung Electronics Australia created a first-of-its-kind star eclipse successful AR, launched successful Febuary. It highlighted the flagship device’s debased airy ‘nightography’ photograph feature.

Using AR to make an eclipse during daylight hours, the Lens utilized entity segmentation exertion to make a ocular show successful which the satellite covered the prima to crook time to night. 

Joanna Baxter, Samsung Electronics Australia Head Of Marketing Communications, said: “The Galaxy S22 Series devices person amazing, marketplace starring camera capabilities for photography and videography successful each lighting conditions.

“With the Galaxy S22 Series’ revolutionary caller Nightography features, we wanted to truly bring this to the fore and animate a consciousness of creativity and solemnisation with our community.

“TIn the pb up to the AR’clipse event, the reception from our assemblage connected Snapchat has been strong. We’re assured the run with Snapchat volition thrust awareness, engagement and conversion for our caller product.”  

PepsiCo – Doritos 3D Crunch

Doritos turned to Snapchat to flip what a sensation trial could look like, bringing to beingness the merchandise depletion acquisition successful a full caller way, which was launched successful May.

Playing into other-worldly elements, the run featured a Face Lens that opens up the Snapchatter’s caput similar a triangle, revealing the caller 3D Chip successful each its galactic glory. Once the caput opens, the idiosyncratic enters a kaleidoscopic satellite of Doritos 3D.

Katherine Twomey, Doritos selling manager, said: “Customers person been demanding the instrumentality of the 3D spot for years. We wanted to re-introduce young Aussies to the spot and springiness them an accidental to interact with it earlier they bargain it connected shelf. Snapchat’s AR features were the cleanable solution allowing america to present the spot successful a creative, engaging mode and deliciously fun.”

Australian Electoral Commission – 2022 Federal Election Campaign

To amended and prosecute young voters successful this year’s national election, Snap and the Australian Electoral Commission (AEC) launched a bid of in-app tools connected Snapchat successful May. The concern leveraged the powerfulness of AR to thrust enrolments, amended connected elector services and stock cardinal accusation astir polling day. 

Evan Ekin-Smyth, Australian Electoral Commission (AEC) spokesperson, said: “It’s been large moving with Snapchat to make amusive and engaging contented that volition found voting arsenic a rite of passage. The AEC wants to assistance young radical enrol and larn however to ballot correctly, truthful this becomes a lifelong wont that volition person a affirmative interaction connected themselves, their friends, families and communities.”

MECCA – MAC Cosmetics campaign

In an Australian first, starring quality retailer MECCA Brands (“MECCA”) launched a caller Dynamic Shopping Lens connected Snapchat backmost successful May

The acquisition enabled users to “sync their lips” successful AR, browse up-to-date inventory from the M·A·C Cosmetics (“M·A·C”) lipstick enactment disposable astatine MECCA, virtually ‘try them on’ and marque merchandise purchases straight from the Snapchat app.

Hannah Fillis, MECCA’s caput of integer marketing, said: “A premium lawsuit acquisition is intrinsic to MECCA, truthful we’re excited to bring the M·A·C lipstick scope to our Gen Z assemblage connected Snapchat – leveraging AR filter exertion and our exceptional merchandise enactment for a seamless virtual try-on and buying acquisition with Snap.”

NSW Department of Education – Everyday Maths Hub

To promote young radical to commencement reasoning astir Maths arsenic a taxable that tin unlock antithetic opportunities for their future, NSW Department of Education partnered with Snapchat to beforehand the Everyday Maths Hub for users aged 13-18, which was launched successful June.

Through an engaging AR experience, Snapchatters could ‘calculate their future’ to spot the antithetic types of careers they could person by learning maths, landing connected a aboriginal vocation by the unfastened rima facial expression. 

Unilever – LYNX Epic Fresh Fragrance launch

To motorboat the LYNX Epic Fresh fragrance successful Australia, Unilever turned to Snapchat Leveraging the transformative powerfulness of AR, Snapchatters could crook into the anime mentation of themselves and maestro epic caller style, by simply tapping the merchandise connected screen, launched successful August.

Bringing the merchandise to beingness for the Snapchat community, this AR acquisition allowed consumers to prosecute with the merchandise successful a amusive way.

Prime Video  – The Lord of the Rings: The Rings of Power bid finale

Amazon Prime Video brought the land kingdom of Númenor to beingness for fans with an AR Landmarker acquisition connected the Sydney Harbour Bridge – the archetypal usage of this exertion successful Australia.

In the pb up to the anticipated play finale, fans of The Rings of Power could sojourn the iconic Harbour Bridge and ticker successful awe arsenic the full operation is transformed to the entranceway of Númenor, which was brought to beingness for the precise archetypal clip successful Prime Video’s epic series. With the Lens, successful a substance of seconds, the Harbour Bridge Pylons volition crook to statues of Númenor. 

Sarah Moore, Rufus powered by Initiative Digital Director, Sarah Moore said: “Our purpose was to connection Tolkien fans caller and existing an accidental to prosecute with the epic bid The Lord of the Rings: The Rings of Power.

“Through Snapchat’s Landmarker technology, we person been capable to observe the bid done caller and innovative exertion and proceed to forge connections betwixt 2 worlds. We’re grateful for the accidental with Prime Video and Snapchat to bring to beingness this first-to-market accidental for Australian customers.”

LEGO – Rebuild the World  

LEGO Australia launched its archetypal World Lens AR experience, the Rebuild the World Lens, utilising Snap’s AR exertion to invitation Snapchatters to go portion of LEGO Australia’s TVC and lick a ceramic challenge.

Users could take from 1 of 3 challenges, gathering solo, with friends oregon different adjacent users to portion unneurotic a deconstructed LEGO creation.

The run demonstrated however LEGO play tin unlock an individual’s originative imaginable done gathering and rebuilding, including a gamification constituent allowing users to replay the crippled and amended their score.

Tinder – Big Rainbow Project 

To assistance Australia’s archetypal BIG landmark celebrating determination LGBTQIA+ pridefulness and inclusion find a location successful agrarian Australia, successful June Snapchatters were fixed the accidental to virtually spot the Big Rainbow successful their world, sharing with their friends and swiping up to vote.

Designed with members of the LGBTQIA+ and First Nations communities, the Big Rainbow has lived permanently successful Daylesford, Victoria.

Sunglass Hut – ‘Every Shade of You’ shoppable Lenses 

To assistance Snapchatters find the shades that suited them without ever leaving home, Sunglass Hut launched their ‘Find Every Shade Of You’ run connected Snapchat successful November.

Using the powerfulness of the platform’s Dynamic Catalogue and Shoppable AR, users were capable to scroll done a immense enactment of sunglasses, virtually effort them on, and past acquisition wrong the app.