Our Approach

We created Find Felix, a geolocation-based augmented reality hunt that challenged shoppers to find FELIX within participating retail locations.

The experience was activated at Fourways Mall in Johannesburg, The Pavilion in Durban and Canal Walk in Cape Town, allowing the same campaign concept to be rolled out across multiple locations while connecting each experience directly to the physical retail environment.

Rather than simply seeing FELIX through traditional in-store advertising, shoppers could discover the character within their real-world surroundings through augmented reality. Rewards were built into the experience to incentivise participation, giving shoppers the opportunity to be rewarded for playing and completing the hunt.

How It Worked

The campaign was delivered through a web-based mobile experience, allowing shoppers to participate directly from their phones without downloading an app.

Once users accessed the campaign, they entered a gamified experience that guided them through the hunt. Participants followed the clues, searched for FELIX and used augmented reality to bring the character into the physical space around them.

By taking part and successfully completing the experience, shoppers could unlock rewards, adding an immediate incentive to play while creating a stronger connection between participation and the brand. Participants could also enter the prize draw for the chance to win a FELIX hamper.

By combining gamification, geolocation, augmented reality and rewards, Find Felix transformed a traditional in-store promotion into an interactive retail experience that encouraged shoppers to explore, participate and engage directly with the brand.