‘Reversed’ AR From Zoom Media
Gail Chiasson, North American Editor
Zoom Media, in collaboration with Brad, originators of the project, completed the challenge of developing an customized, interactive campaign over a fast-paced five-week span for a Commission de la santé et de la sécurité du travail (CSST) prevention campaign.
And a rather interesting technology was used to develop it.
The CSST – a Quebec government organization created to administer certain indemnity programs regarding health and safety at work – wanted to increase awareness about the dangers of work-related accidents among the younger crowd (24 years-old and under). The challenge: presenting the message in an attention-grabbing fashion to generate interest amongst this elusive target-market.
The solution was found in an integrated media campaign that included interactive terminals, installed in the common areas of 12 CEGEPs across the province, as well as classic static boards in the washrooms.
CSST representatives were stationed next to the interactive terminals to guide the students through the experience.
“The concept, using facial recognition, is based on an application that can be described as a ‘reversed’ augmented reality.” says François-Pierre Boucher, senior account director at Zoom Media. “Rather than layering virtual objects within an existing decor, real images were inserted within a fabricated environment.”
By default, the terminals display the picture of a young, injured person lying in a hospital bed.
When the user stands in front of the terminal, his or her photo is taken and the image replaces the default one on the screen.
Zoom management says that the students at the Limoulou CEGEP were stunned by the effectiveness of the ad.
Thanks to a technology developed by Quebec City-based Parabole, specialized in interactive experiences, this unique campaign helped illustrate the real possibility of being the victim of an accident at work in the minds of this young audience.
Patrick Côté, general manager of sales for the province of Québec and general director for the Quebec office, says. “This technology’s flexibility allows for a number of interesting adaptations for client engagement and interaction. Zoom Media will explore the different possibilities for campaign integration over the course of the next few months.”
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