Mondelez is an enthusiastic early uptaker of new technology. It launched its mobile technology initiative, Mobile Futures, in October 2012 internationally to help it drive more impulse purchases and better in-store marketing, with an open call for new ideas that drew 126 applications. That resulted in nine startups getting assistance to create new applications for big brands in January 2013. In July this year, five Australian companies were selected to develop mobile marketing solutions for three Cadbury products, belVita and Philadelphia cream cheese.
This Christmas, Mondelez has given Milka a huge boost.
The interactive augmented reality Christmas advent calendar for Milka lets families watch, play and share content by pointing their smart devices at a calendar window. On key dates from December 1 to Christmas Eve, the calendar reveals a special surprise, from animated films, to interactive games and augmented reality activities, which appear in an illustrated Milka alpine world.
The films follow a fairy tale story of a family who together unlock the true spirit of Christmas. The calendar's piece de resistance is unlocked on Christmas Eve, when users have the opportunity to immerse themselves in a personalised augmented reality Milka alpine experience. The interactive games, which use camera and touch screen technology, include Trumpet & Tuba, where families can create their own songs and a Snowman Game in which users decorate a virtual snowman. Families can also download Christmas activities to keep, such as recipes, decoration patterns and e-storybooks.
Digital Content agency, Adjust Your Set, led the digital content strategy, overarching narrative tone and illustrative style. The agency developed the concepts and created the content throughout the course of the calendar, and managed post production and VFX. A multi-language delivery meant the content had to work across European markets.
Adjust Your Set also commissioned artist, Kerry Hyndman, to create the illustrations as seen in the app, interactive elements and animated films. Hyndman was also the copywriter on the project.
Kathryn Dufty, associate creative director of Adjust Your Set, said, “Drawing on Milka’s alpine heritage, we created an imaginative and beautiful Milka alpine wonderland which is a gift for families to unlock this Christmas. We also wanted to encourage real family interaction through the calendar content, by inviting them to play and create together, thus narrowing the space between the online and offline worlds. I wish I had a Christmas calendar like this when I was a kid!”
The UK’s Taxi Studio designed the calendar.
Augmented reality experts, Play Nicely, conceived and developed the associated app, games and AR.
Taxi Studio design director, Stu Tallis commented, “This was a great fun brief, made even more enjoyable by the client’s desire to engage with AR and us collaborating with the right teams to deliver a little extra magic to the category. Together we’ve created what we believe is the world’s first AR Christmas advent calendar.”
