Final Design, Concept & Storyboard

Overall I am very happy with my augmented reality advert concept. It is a perfect example of how unexpected interactive advertising can trigger the joy reflex and brighten someones day. Commuting can be repetitive, stressful and boring. Bus stops like the ones in Dunstable have no advertising at all which doesn't help. This augmented reality advert will effect lot's of people as it is in a busy area surrounded by shops, bars and the college. 

The use of a game will entice more people to get involved and better the commuters experience making it more memorable as they have actually taken part. The competing and rush will stir up more excitement for the player and surrounding viewers. This was inspired by the Cadbury augmented campaign that also featured a little game to encourage more interaction. I noticed that the excitement lasted longer than the Pepsi advert where once you had seen the advert it wore off. The game meant people could interact as a viewer and as a player and people were interested for longer as it's not a scripted ad that simply repeats.

 I have incorporated words and images that have a strong relationship. This is largely influenced by Roy Lichtenstein's work that features onomatopoeia. It adds a visual-linguistic element as well as a visual-spatial element, so there are two ways of receiving the same information. It also adds to the excitement as the words will suddenly appear and explode out, in sync with the sound effects. The typeface itself was inspired by my 'Words and Image in Advertising' post and how the type relates to the product or brand. I could either make a font made out of cookies (relating to the product) much like the Creme egg poster was written in creme egg. Or I could use a type that relates to the brand, much like how the Direct Line advert was written using one continuous line. I chose to do the latter as the cookie font seemed a bit over the top and was impractical. I chose a handwritten front that was bold yet condensed so it was eye catching and legible but didn't take up much room. I feel it matches the welcoming/home made/family experience that Millie's Cookies delivers.

The colours used match the branding of Millie's Cookies. This strengthens the identity and raises awareness. I chose to use the pink and blue from their branding striped pattern as they are the two dominant colours.

How it works

View from inside the bus stop looking down the street through the side panel.

Side Panel and the interactive section.

The interactive section augmented view.

Left arrow turns to a blue outline when pressed.

Character then moves left.

Right arrow turns to a blue outline when pressed.

Character then moves right.

Words and Image & 4D

Onomatopoeia will be featured in the game like seen below. The words will suddenly appear in sync with the movement it is representing. For example the 'bang' will appear when the cookie smashes off the ground. The colours used will be the same blue and pink to keep it consistent. Also in sync with the type will be sound effects. Windy sounds will play on a speaker when the cookie 'whooshes' past and explosive sounds when the cookie 'bangs'. This is influenced by the Pepsi advert which had good sound effects that improved the quality and effectiveness of the experience and also gained attention. Other type that will be featured is 'Near Miss' which will flash at the bottom of the screen when you narrowly avoid getting hit by a cookie. This adds to the excitement and pressure.

Storyboard

View from inside the bus stop showing the first stage of the advert. 'Tap to play' flashes while the decorative chunks circle clockwise.

Once the screen is tapped the instructions for the game appear. You then click 'Play' and proceed to the game.

The view switches to augmented reality and the game in the interactive section of the screen begins. Cookies fly at you from the sky and the player must use the arrows to control the character out of the way. Sound effects play when cookies crash and smash and fly past.

If you win, a coupon is printed out than you can redeem at any Millie's Cookies outlet. A map shows directions to the stand that is located round the corner..

If you lose, you receive no coupon.