Member Article

Kin + Carta Connect develops bespoke AR experience for the Co-op

Co-op has launched a new augmented reality experience to celebrate the £15m Co-op members have helped raise for more than 4,500 local causes across the UK. The AR platform allows customers, colleagues, members and the local causes in lockdown to take part in its annual Payout activities, which are normally built around physical gatherings held at Co-op’s food stores and funeral homes.

Kin + Carta Connect developed the campaign, which encompasses a web-based augmented reality experience (webAR), supported by a full through-the-line campaign. Users are able to access the experience via a QR code or web link. They are able to celebrate through the playful interaction of popping virtual balloons and revealing amounts given to local causes in their area.

Sam Walker, head of customer communications, Co-op , said: “In the past couple of years, Co-op has been the most talked-about grocer online during our Payout weekend celebrations. That’s testament to our members’ support and all the hard work our fantastic colleagues do to raise funds for local causes, which make a real difference in their communities.

“This year we’ve had to rethink our approach as we can’t physically come together, but we still wanted to celebrate our members’ amazing contributions to their local communities, just by choosing to shop at their local Co-op.”

Kin + Carta Connect managed the campaign from concept through to delivery. This includes producing the social assets, including an interactive pop-the-balloon to reveal Instagram story, to promote Payout in the run-up to launch, with support from Dentsu on a paid social strategy. The AR experience was phased in from 16th November in the lead-up to the ever-popular Jay’s Virtual Pub Quiz on 19th November - a Co-op sponsored quiz in which Co-op colleagues and causes were invited to take part.

Joelle Dunne, senior account director at Kin + Carta Connect, added: “We’re proud to help Co-op celebrate its pivotal role in bringing communities together through Payout. Co-op has a terrific record of giving back to local causes - this virtual campaign drives a sense of togetherness.”

This was posted in Bdaily's Members' News section by Alex Sampson .