With a large number of families jetting off on their holidays during last year’s school summer break, Heathrow was committed to enhancing their experience within the airport and ensure that even the tiniest travellers had the most enjoyable journey possible.
The family-focussed airport decided to embrace augmented reality technology for the first time, partnering with UK-based Ads Reality, to create the Around the World with Mr. Adventure free app. Children and parents could pose and take pictures with the characters, by scanning markers that are placed in each terminal, on their smartphones.
The campaign resulted in impressive engagement results which superseded initial targets; over 3,600 travellers downloaded the app across Android and IOS devices and spent almost 800 hours engaging with the app during the first month.
A key objective of the campaign was that Ads Reality’s technology needed to highlight not only how many times the app was downloaded but also how many markers in each terminal were triggered by users, which terminal had the most interactions, and see how users shared the experiences on social media.
The results were exceptional, with the technology enabling all objectives to not only be met, but exceeded, leading to an improved experience and increased engagement with families travelling during this period.
“We’re delighted that Heathrow has seen first-hand the value immersive technology like augmented reality can have on improving customer experience.” said Richard Corps, MD & co-founder of Ads Reality.
“Not only was this a fun initiative for passengers, but it now also arms Heathrow with useful insights for the future. We look forward to partnering again and showing what more can be done with augmented reality.”
Iona Harper, Senior Experience Manager at Heathrow, said: “We were pleased that the Mr. Adventure app was a hit with the families travelling with us this summer. By using exciting, innovative technology it allowed us to do something unique, which certainly provided hours of fun for our passengers.”
The campaign was so successful that Heathrow has recently won an award for the Most Effective Augmented Reality and Virtual Reality Campaign at the Mobile Marketing Awards.