Promo campaign with augmented reality for Abrau-Durso

Client

Abrau-Durso is a Russian producer of sparkling and still wines that has been on the market for 150 years – since 1870.

Challenge

In 2020, the company created a new style and label for one of their product lines – Abrau Light. This is a collection of sparkling fruit wines with reduced alcohol content. They wanted to present the updated series to the world brightly and cheerfully so that everyone would remember it. Therefore, Abrau-Durso came to us with the task of creating augmented reality, which would be the solution to their problem!

Solution

We used augmented reality in the browser to avoid the usual search and download barriers in mobile apps. With WebAR, everything is simple: click on the link, point the camera  — and it works! By doing this, we have achieved maximum comfort for users, which means the best conversion rates.

How
to plunge
into magic?

How to plunge into magic?

Idea

Abrau Light is a collection of sparkling fruit wines for young, active, modern women. And we decided to play with them, and create an atmosphere of a bachelorette party with fun fortune-telling on current topics.

We immediately refused the idea of a classic entourage and the crystal ball. Instead, we focused on finding something vibrant, fun and cheerful – and came up with interactive Polaroid style cards.

Copywriting

Edgy jokes became the content for fortune-telling cards. By the way, there are 22 of them for each of 10 topics: hobbies, home, money, friendship, love, sex, work, exes, fitness and surprise. And this is real magic because even if you open the card again, it is impossible to guess what will be on it!

And the text of the predictions is voiced by Alexander Bargman – the official voice of Jack Sparrow in Russia. His timbre and tone of voice add even more playfulness to all the activity.

3D models

3D models are always heavy, so we made them low-poly. This allowed us to make them lighter without harming their appearance so that everything would work properly on any device.

Development

At the time of working on the project, none of the platforms for developing browser-based AR had cylindrical surface tracking (after our release, it appeared on 8th Wall). We chose the British platform Zappar and got out of the situation by finding the optimal label size (8 × 4 cm). This way, the cylindrical distortion didn't interfere with the reading of the AR tag.

After that, we identified a place on the bottle where we could place such a large image, taking into account all the technical limitations. And here we should thank the Abrau-Durso team for their trust and for agreeing to a difficult modification of the counter-label.

There are four flavours in the Abrau Light range, for each of them, the Abrau-Durso designers have created individual labels according to our prototypes.

Results

In five months, the number of daily fortune-telling views has grown from 100 on the launch day to 7000 on New Year's Eve. And this is no coincidence. After all, during the festive season, people especially believe in magic.

Team

Sofia
Galchenko

illustrator

Olga
Gorshkova

designer

Alexander
Shulginov

3D designer

Dmitry
Nikiforov

unity developer

Dmitry
Poletaev

unity developer

Zhanna
Lakhina

case study designer

Anna
Neustroeva

project manager

Maxim
Smirnov

art director

Alex
Markin

was in charge

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