A Comms creates augmented reality for Max New York Life

The recent activity in malls in Delhi and Mumbai brought to life the 'devil and the insurance agent'

BestMediaInfo Bureau | Delhi | May 16, 2012

Aurora Comms, a retail media network, has pushed the innovation bar higher with its latest campaign for Max New York Life Insurance. Taking forward the insurance provider's recently launched TV campaign into the urban outdoor space, A Comms has created an installation that has hit the sweet spot.

Taking over the prime ground floor area of InOrbit mall, one of Mumbai's most popular shopping destinations, A Comms brought to the fore some 'augmented reality' to create a buzz. The same activity was also executed at DLF Promenade in Delhi. Bringing to life the 'devil and the insurance agent', virtual characters from Max New York Life's TVC, it created a square amd invited the mall's visitors to step into a new experience.

Once someone is in the square, the devil and the agent would appear in front, thanks to cutting-edge technology. Thereafter, the person would be prompted to punch and destroy the devil in various ways with active advice from the agent. Coupled with an exciting background score and a reality that dissolves into a virtual world, it has become an engaging experience for participants and the hundreds of onlookers.

The message that that the 'insurance company's advisors are known for giving the right advice' was to be communicated to the right audiences and A Comms chose a never-tried-before approach that created a dynamic, sharp and credible image of the client. Also, the fact that the activity has been scheduled at major Indian metros and towns in sync with the TVC that is on air means that this campaign is helping to reach out to thousands of targeted customers.

On the innovation, Anisha Motwani, Director & Chief Marketing Officer, Max New York Life, said, “Max New York Life has always thought of communicating to its audience through an effective and innovative medium. The AR initiative is an extension of our new brand campaign 'Aapke Sachche Advisor.'”

Vishakha Singh, Executive Director, A Comms, added, “Augmented reality has the capability to engage audience in real size yet virtual world and this is what we designed for Max New York Life consumers. We're glad this campaign is delivering the communication to consumers.”

A Comms and Max New York Life have planned this activity across other metros.

Info@BestMediaInfo.com

Info@BestMediaInfo.com