Augmented Reality Retail Activation: Absa x cars.co.za
Absa and Cars.co.za wanted to create a retail experience that would cut through the noise of a crowded market. The goal was clear: turn everyday mall footfall into a data-rich, interactive journey that boosted brand engagement and delivered real-world prizes. To succeed, they needed an augmented reality retail activation that felt innovative, seamless, and rewarding in a live setting.
The Approach:
We built a three-day AR activation at Sandton’s Nelson Mandela Square and Checkers Court. The experience transformed traditional retail space into a mobile-first playground where participants collected geo-locked virtual assets. Using a browser-based app, users scanned QR codes, registered instantly, and entered the prize journey without downloading an app.
To unlock the grand prize, a brand-new car, participants had to collect assets at both showcase locations. This loyalty mechanic, tracked via a digital wallet and progress bar, kept users moving across retail zones while driving deeper engagement.
The Results:
More than 85% conversion rate from QR scan to registration
550–600 new sign-ups per day
Twice the expected re-engagement rate over the three-day campaign
Average dwell time of nearly 15 minutes per participant
Thousands of unique players engaged
All 2,000 prizes successfully issued and redeemed
High-quality first-party data captured from every interaction
This campaign proved that immersive AR activations in retail environments can transform casual mall visitors into active participants while reinforcing brand innovation.
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