Categories Name : Channel/Media Strategy

Sub-Category : Most Effective Augmented Reality/ Virtual Reality Campaign

Entry Name (Campaign) : Croissant Pronunciation Challenge

Results

OBJECTIVE & IMPLEMENTATION: Britannia launched the "Croissant Pronunciation Expert" challenge, offering a ₹300,000 (~$3600) reward for correctly pronouncing "croissant." To engage the tech-savvy 21-24 demographic, we developed an AR + Voice ML experience on Snapchat.experience validated pronunciation in real-time with layered syllable detection, rewarding users with a virtual croissant crown for accurate pronunciation, driving mass participation and engagement. CREATIVE EXECUTION & SOPHISTICATION: We integrated Voice ML with layered syllable detection for accurate pronunciation assessment and gamified the challenge as an engaging and shareable AR experience. The mobile platform's ability to provide instant feedback and rewards enhanced the campaign's immediacy and accessibility. MOBILE MEDIUM & MARKET IMPACT: The mobile medium enabled real-time interaction, instant assessments, and rewards, making the campaign more engaging than traditional channels. Snapchat’s reach and ease of use aligned perfectly with the 21-24 demographic, allowing for replayability and easy sharing, contributing to the campaign's viral nature. The mobile format played a key role in reaching over 6.4 million users. RESULTS & MARKET IMPACT: The AR activation delivered outstanding results: 1.Reach: Engaged over 6.4 million+ users, significantly amplifying the campaign among the target demographic. 2.User Engagement: Users spent nearly 80 million seconds on the challenge. 3.Average Playtime: Achieved an average playtime of 13.36 seconds per user, 80% higher than industry benchmarks, demonstrating deep engagement. 4.Viral Impact: a. Share Rate: 0.42%, surpassing market norms, reflecting strong user enthusiasm. b. Save Rate: 0.21%, boosting Britannia's brand presence with repeated lens use.