Mazarine Asia Pacific took the concept a step further, by developing an immersive digital activation which would allow clients to take a journey through the clouds and travel to the Dior Men boutique on the second floor.
DIOR and RIMOWA Immersive Digital Activation
For the limited edition DIOR and RIMOWA collection, Dior created a pop-up in the atrium of Beijing, to portray a futurist travel journey with the display of a customized Dior oblique helicopter.
Clients and shoppers were invited to take photos with the helicopter, saving a video of the animated clouds on their phones. Mazarine Asia Pacific was a first adopter of the AR function on wechat, by developing an AR journey of the helicopter taking off into the clouds, for clients to follow on their phones while they travel to the second floor.
AR Experience on Wechat
his activation generated curiosity about what is to follow, and 40% of the users arrived to the Dior Men boutique on the second floor, continuing their interactive experience inside the store. While in the store, shoppers were further introduced to understand DIOR and RIMOWA collection when prompted to find and scan two of the DIOR and RIMOWA star products for additional interaction, ending with the celebrity video for this collection.
AR Product Scan Interaction
The final gift for the clients was their photo printed out in a DIOR and RIMOWA photo frame, to complete this digital activation which not only enhanced the innovative spirit of the brand, and also drove clients to the store for further interaction.
