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Project Spotlight: Kings Cross & the 3D Whale

Laura Helm / 29 days ago

Argent LLP develops and manages the Kings Cross Estate which has been completely transformed over the last few years into a hub for creativity, innovation and a destination for shopping and dining. When complete, over 40,000 people will live, work and study there.

Brief

Argent came to Blend Media with a challenge; they wanted to test AR with their audience for an up and coming family trail, but with only 2 weeks until its launch - it was going to be tight! They wanted to engage with Kids 4-11 as part of their Spring Family Trail. The aim of the trail was to encourage families to explore Kings Cross and discover the hidden gems around the area. They wanted to use AR to inject some fun into the trail and encourage social sharing.

Execution

We developed an AR experience in line with the theme of the family trail and bringing home the key messaging of Kings Cross as the ‘The Home of the Extraordinary’. Built on instagram, we created a 3D Orca that people could tap to place and see the whale splash around on the fountains on Granary Square before stopping for a selfie opportunity to encourage sharing and also as a memento of the trip. Try the experience here.

Result

Working together with Govak Reality, we developed the AR experience within 2 weeks to meet the tight deadline for the launch of the Family trail over the Easter holidays. The trail was promoted on the event map and with a QR code on site. We are now in discussions with Argent about developing more AR experiences. The trail starts at the visitors Centre where you can pick up your map which guides you to discover hidden secrets, amazing art and curiosities of Kings cross. There are 12 challenges to complete along the trail so make sure you test out our very own 3D Orca!

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