The Challenge: Making a Mark in the Fashion-Forward Sneaker Market

In the world of fashion, trends are everything, especially when it comes to sneakers. Sneakers are more than just shoes—they're a reflection of the consumer's personality, ideals, and personal taste. This makes the sneaker market highly competitive, with brands striving to do more than just sell shoes. They need to sell a lifestyle, a statement. Many sneaker brands have recently experimented with augmented reality (AR) try-ons, special effects for sneakers, metaverse experiences, and even NFT drops. This field is ripe for innovation, and the stakes are high. Consumers are looking for brands that resonate with their aesthetic tastes and values.

The Idea: Blending Digital Innovation with Urban Cool in Berlin

Berlin, often colloquially criticized for its unconventional fashion sense, is actually a hub of cool, setting trends in the entertainment industry. It's a big, competitive market where brands aim to influence national trends and boost their visibility. High-end brands have typically maxed out their digital marketing efforts with perfect newsletters, flawless e-commerce flows, and heavily optimized digital advertisements. The latest frontier in brand visibility is out-of-home, yet digital. With competition heating up, brands do not want to be left behind.

The Implementation: Augmented Reality Street Art in Kreuzberg

UGG, a brand under Deckers Brands, partnered with ZAUBAR to take their marketing strategy to the next level. They chose a prominent wall in Berlin’s hip neighborhood of Kreuzberg—a district known for its bars, proximity to techno clubs, rich urban culture, and buzzing nightlife. Street art, murals, graffiti, and stickers are everyday scenes in Kreuzberg, making it challenging for any single piece to stand out.

To break through the noise, UGG used augmented reality to animate their mural. Instead of being just another piece of street art, the mural came alive with figures that moved around, creating a captivating spectacle that drew the attention of passersby.

The Impact: UGG Takes the Lead in Out-of-Home Advertising

By employing location-based augmented reality, UGG has gained a significant edge in out-of-home advertising. The animated mural not only captivated the audience but also created a memorable interaction that resonated with Berlin's trendy and tech-savvy populace. This innovative approach helped UGG stand out in a crowded market, reinforcing their brand image as forward-thinking and in tune with the latest trends.

Conclusion

UGG’s collaboration with ZAUBAR has set a new benchmark in out-of-home advertising. By leveraging the power of augmented reality, UGG transformed a simple mural into an engaging digital experience, capturing the essence of Berlin’s vibrant culture.

At ZAUBAR, we are dedicated to helping brands, agencies, and cultural institutions create, distribute, and monetize AR experiences effortlessly. Our platform, which combines the robustness of native apps with the accessibility of WebAR, empowers clients like UGG, Coca Cola, and Deutsche Telekom to push the boundaries of what’s possible in marketing and brand engagement. Join us and discover how ZAUBAR can elevate your brand’s presence and captivate your audience like never before.