Stellar Lifestyle reinvents advertising with augmented reality
The firm was recognised at the 2022 SBR National Business Awards.
With the onset of the COVID-19 pandemic, consumers were forced to stay at home in accordance with public health safety protocols, limiting brand exposure aside from the present digital avenues. Stellar Ace (part of Stellar Lifestyle Pte Ltd) took a bold approach, and in doing so was awarded the Advertising Award at the 2022 Singapore Business Review (SBR) National Business Awards.
The awards programme recognises major breakthroughs, innovations, and key players in the Singapore market, and Stellar Ace’s utilisation of Augmented Reality (AR) technology set them apart from their competition through the hero feature of Facial Gesture Interactive System (FGIS) in Traveloka’s 2021 Rate it to Win it campaign which ran through March 2021, which was designed as a concept buy.
Together with their client Traveloka, the Facial Gesture Interactive System (FGIS) mechanic was developed by Stellar Ace as a fun way to conduct surveys - utilising AR - to understand consumer preferences on hotels and accommodations.
The user experience was designed to be quick and easy, and being contactless, the Facial Gesture Interactive System (FGIS) was seen as a solution that met the safety measures still in place. This new way of collecting responses allowed for additional engagement with the participants whilst they were in transit in the MRT stations.
Orchard and Bugis MRT stations were chosen after careful consideration of the stations’ foot traffic and profile of commuters, aided by the stations’ proximity to major shopping malls and abundance of open spaces to allow freedom of movement.
In order to vote, a participant would gesture by raising their arms to 3 poses indicating their level of preference towards a particular hotel establishment. Each specific gesture corresponds to a vote, with both arms raised straight upwards indicating “It’s okay”, whilst both arms raised upwards in 45 to 60-degree angles indicating “I like it”, and both arms raised to the side of shoulder level indicating “I love it”, and finally “No vote” would come up when there are no gestures done or an incorrect gesture is made. Everyone can vote thrice, with one vote for each of the three hotels featured.
See the video here: https://www.facebook.com/sethluimarketing/videos/494033395302111/
To record the responses of the audience, the walls were fitted with SMRT iView Units – standalone digital advertising units with a screen and built-in cameras with motion detectors constructed to make a statement in the walkway with a sound speaker installed to call out audiences and encourage participation.
Upon completion of the survey, participants can scan and redeem a free $15 Traveloka Hotel voucher that can be used on their app on top of their Singapore Rediscover Vouchers. Aside from giving vouchers to participants, each completed survey by a participant will result in SGD 1 being donated to Club Rainbow (Singapore).
Since the campaign started, around 35,000 views have been recorded, with 36.1% of those having participated being from the 31 - 40 age group, alongside 21 - 30. Google searches for Traveloka also increased by 100% popularity on the 26th of March 2021 according to Google Trends.
Stellar Ace continues to embrace digital transformation. With digital engagement solutions, they enable transparency, speed and agility of data flows equipping businesses with analytics and insights for informed decision making.