In early 2017, Si.mobil, Telekom Austria Group’s subsidiary in Slovenia, transformed into A1 Slovenija to consolidate the Group’s Austrian subsidiary. The company chose JCDecaux to strengthen their market position.
To highlight this new beginning and convey the brand’s inspiring larger-than-life attitude, advertising agency Grey Ljubljana worked with system integrator Europlakat JCDecaux Slovenia to position A1 Slovenija as a spark that lights up the imagination and creates real experiences with the slogan, “A1. The start of something amazing.”
The launch was supported by a special city light on the busiest promenade in the center of the capital. It featured elements from the TVC that were brought to life using augmented reality. A series of amazing animations were ingrained into the environment, taking advantage of the street layout and surprising passersby with stunning visual and audio effects.
By utilizing a depth and light sensor, augmented reality was used to bring animals to life by combining the real street background with animations that were programmed to adapt to the changing environment, creating an amazing experience for the onlookers and generating numerous social media impressions along the way.
The advertising campaign, which won JCDecaux’s Innovate Campaign of the Month, ran for two weeks on the bus shelter at Ljubljana, Slovenska street, utilizing a 75″ 2500 nit ultra-high brightness LCD by DynaScan Technology.
It is estimated that the campaign garnered over 70,000 additional Facebook page views for A1.