Lulu Group, a multinational conglomerate, has made strides in innovative marketing by unveiling Kerala’s first augmented reality (AR) billboard. The impressive 40 ft X 15 ft life-sized billboard, situated near Fair Exports in Pattom, Thiruvananthapuram, went live on July 3rd.
The AR billboard served as a platform to promote Lulu Group’s exclusive 50% discount offer on a range of products, including high-priced consumer durables, across its malls. The offer was part of the ongoing end-of-season sales (EOSS) that commenced on July 1st and ran until July 9th. Leveraging AR technology, the billboard engaged customers through concealed advertising content that could be unveiled by scanning QR codes or following links provided on the billboard, often featuring captivating motion pictures.
To add an element of surprise and uniqueness, the discounted prices of products were marked as “XXXX” on the AR billboard in Thiruvananthapuram. By scanning the QR code, customers witnessed the Xs transforming into the actual prices of the products, creating an interactive and immersive experience. The project, which was completed in an impressively short timeframe of less than 12 days, aimed solely at promotional purposes, offering customers an unforgettable and distinctive encounter.
Lulu Group collaborated with the Kerala-based digital agency, Whale Corp Media, to bring the AR billboard project to fruition. Notably, the billboard garnered an impressive response, with around 5,000 to 8,000 scans.
Besides engaging customers, the AR billboard provided additional benefits, as prices could be dynamically updated from the backend without the need for re-printing, offering convenience and flexibility to the marketing efforts.
In another remarkable move, Lulu Group also introduced AR technology in a newspaper advertisement for the first time in Kerala to promote its EOSS. The ad appeared on the front page of the July 6th edition of Malayala Manorama, a leading morning newspaper in Malayalam published from Kottayam, Kerala.
Looking ahead, Lulu Group has expressed its commitment to further advancements in tech-based marketing. While this pioneering AR billboard has set the stage for innovative marketing in Kerala, more sophisticated and refined projects are on the horizon.
It is worth noting that this AR billboard is not the first instance of tech-based marketing innovation in Kerala, as the state previously witnessed the launch of its first 3D billboard at Q1 Mall in Kochi by Nippon, Palarivattom.
