The Warehouse’s Red Rabbit Hunt is back for Easter, and this year the concept has been taken to a new level using webAR.
Kiwis can bring the loveable Red Rabbit to life in locations throughout the country. Hiding in a series of interactive illustrations on bus shelters, street posters and shopping centre retail panels, Red Rabbit can be scanned through a first-of-its kind AR experience, using creative tech studio Method’s web-based AR platform, Mattar.
The hunt encourages Kiwis to head in-store to find Red Rabbit and win – with up to 50,000 instant prizes up for grabs.
The concept was developed by The Warehouse’s in-house customer strategy team in partnership with Kiwi illustrator Kat Hall and Method.
The Warehouse Brand Marketing lead for the initiative, Birgit Hoeglinger, says: “We wanted to find a fun and interactive way to bring our Red Rabbit Hunt to life in hiding spots in locations around the country, and generally get people excited about Easter.
“We’re also pleased to team up with New Zealand illustrator Kat Hall, who has really captured the excitement of this time of year with a Kiwi twist, through a series of fun and vibrant Easter-in-New Zealand illustrations.”
No app needs to be downloaded to engage with the technology, so webAR is a more user-friendly AR experience.
Sam Ramlu, Managing Director from Method says: “Mattar is a webAR platform that our team developed during the first lockdown and it’s a game changer for accessing rich AR experiences.
“We’re excited to team up with The Warehouse on this campaign and we’re looking forward to seeing how the public responds.”
In addition to out of home placements, the illustrations can be seen across The Warehouse’s mailers and point of sale in stores.
The campaign runs until 5 April.
Andrew Stein – Customer Strategy
Birgit Hoeglinger – Brand marketing
Hetal Jivanji – Brand marketing
Greta Rountree – Brand marketing
Jacqueline Comer – Creative
Catherine Jacka – Creative
Samantha Smith – Creative
Meera Menon – Digital and eCommerce
Jessamy Benge – Media
Maddie Smith – Media
Omnicom Media Group
Keri Thomas: Business Director
Sean Galvin: Business Manager
Suzanne Breslin: Planning Director
Bridget Welsh: Account Manager
Nick Piper – Account Director
Sophie Douglas – Designer
Caitlin Palmer – Developer
Andrew Walsh – Developer
Lahiru De Silva – 3D artist, animator