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Lacoste launches AR OOH campaign to promote its fragrances

Lacoste is launching a two-day augmented reality (AR)-powered experiential pop-up and fragrance sampling activity at Westfield London this weekend (19 and 20 November).

The ‘Lacoste Superheroes’ campaign will feature a photobooth, where participants will be spotlighted in real-time on big screens located around Westfield London. After signing up, those who are beamed onto the big screens will automatically receive two NFTs and a virtual wallet, as well as receiving access to an AR game.

“We are really excited to launch this experiential activation as part of this campaign to lean into the likes and interests of Gen Z. The interactive element is an entertaining touchpoint to get everyone involved and to bring Lacoste fragrance to the forefront of everyone’s mind when thinking about Christmas wish lists this holiday season,” said Susie Thompson, Media & Communications Senior Director at Coty UKI.

The AR virtual treasure hunt game enables users to scan the area to find virtual prize boxes. The participants will unlock interactive AR experiences linked to prizes, including vouchers to Boots and The Perfume Shop, Lacoste sampling, gift packs, full-sized fragrances, and more.

The NFTs will be available nationwide, meaning that everyone can take part in the treasure hunt and receive a gift from Lacoste.

The wider campaign – developed by Zenith UK – will include activations across social media, online video, influencer marketing, and retail point-of-sale, as Lacoste looks to cut through the Christmas fragrance gifting noise. It will run until 4 December, with a total of 120,000 NFTs available to be collected through the AR game via QR codes on Ocean Outdoor’s digital screens in cities across the UK, such as Birmingham, Leeds, Liverpool, and Newcastle.

“The lead up to Christmas is a busy time for fragrance campaigns, so we wanted to bring the Lacoste Superhero concept to life and differentiate ourselves from other fragrances by giving an experience back to our consumers, and having a bit of fun which reflects our audiences’ behaviours in the merging of digital and real-life experiences. Working with the Ocean team has been great as they’ve been pivotal in bringing the campaign to life via both the AR game and the experiential event at Westfield which we’re all so excited to see come together and start playing the game,” said Katie Morrison, Planning Account Director at Zenith.