Saïd Business school (Oxford)
Gamifying Orientation at a Historic Institution
Oxford Saïd Business School wanted to unveil its new brand identity while reimagining orientation for students and staff. The goal? Turn passive introductions into active discovery—creating excitement, driving campus exploration, and embedding brand understanding in a more meaningful, memorable way.
We partnered with Saïd to launch an Augmented Reality (AR) treasure hunt: ‘ïmpact from within’. This immersive activation guided participants around campus using mobile AR, rewarding them for collecting branded 3D tokens and exploring key touchpoints—historic buildings, academic hubs, and cultural landmarks.
Each digital token unlocked:
📍 Location-based stories tied to the school’s legacy
🎁 Branded prizes and exclusive digital content
🧠 A deeper connection to the revitalised Saïd brand
The experience was entirely mobile, browser-based (no downloads), and gamified for repeat engagement. Students navigated using a live map and digital wallet, with smart geotargeting and prize logic baked in.
Strong, repeated engagement across the six-week period
Multiple replays and revisits to iconic campus landmarks
High registration rates and widespread positive sentiment
Feedback praised the mix of tradition and tech, fun and function
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