Idea & Concept

Phở Đệ Nhất's marketing campaign aims to engage users by inviting them to participate in a minigame involving "raiding" and checking in at OOH billboards located in popular spots such as shopping malls, markets, and condominiums. Employing advanced AR World technology, the campaign brings Phở Đệ Nhất's delectable pho packages and special promotions to life, creating a captivating experience for viewers.

To participate, players must visit the OOH billboard locations, scan the QR code to launch the AR game, and share the gameplay video on their personal Facebook page to receive exciting prizes from Phở Đệ Nhất.

Source: Phở - Bún - Hủ tiếu Acecook

UI/UX Design

Marvy ensures accuracy and consistency in content and visual appeal by employing a multi-pronged approach

UI Design

• Prioritize a familiar portrait interface for smartphone users.
• The interface design should be meticulously crafted using Phở Đệ Nhất's signature red and yellow color scheme. The key visuals will be the five Phở Đệ Nhất package designs.
• Focus on developing visuals and valuable messages to make AR interactions and the overall experience user-friendly.
• Integrate a lively background music that syncs with the animations to keep players engaged and encourage them to play with the filters more.

UX Design 

• Effortless Access: Users can directly access the AR filter through a link, eliminating the need for app downloads or registration.

• Scan-to-Interact: Simply scan the Phở Đệ Nhất package with their smartphone camera to initiate the immersive AR experience.

• Synchronized Animation and Music: The AR animation seamlessly integrates with the lively background music, creating a captivating and engaging experience.

• Automated Video Recording: The entire AR experience is automatically recorded without the need for users to manually press a record button.

• Convenient Call-to-Actions: Clear call-to-action buttons guide users directly to the brand's website for purchasing and to their Facebook post for further engagement.

3D modeling

Phở Đệ Nhất packages

The Marvy team designed a 3D model based on the Phở Đệ Nhất package to be as identical to the real package as possible. They also created animations to make the phở package appear as lively as possible, from initial animations like the package shaking and swaying to the package inflating as if about to burst open.

3D Text

The prominent 3D text "Mua Phở Đệ Nhất ngay đi" (Buy Phở Đệ Nhất Now) was meticulously crafted to stand out vividly within the AR animation. This intentional design choice serves as a clear call to action, encouraging users to take the next step and purchase the brand's products.

Golden Coins

Designed to deliver the highest aesthetic value while fitting website platform limitations, the gold coins combine 3D elements and effects to optimize the user experience.

AR Development

• Using AR World technology on the website, AR recognizes the surrounding world allowing users to see and interact with virtual content.
• Optimized video file of actor Xuan Bac in the final AR scene, designed with 2D and sequence to meet AR viewing needs on mobile devices with limited storage and hardware.
• Randomized feature for Phở package appearances based on customer preferences.
• Optimized programming for the quality of each 3D model, 2D image and effect to ensure visuals, colors, and space meet user expectations during the AR experience.

Conclusion

In Phở Đệ Nhất's 2023 Lunar New Year campaign, AR World Tracking was a highlight. This innovative technology creatively connected Phở Đệ Nhất with users and boosted brand value by combining AR with a Facebook minigame.

The AR filter wasn't just advertising, it showcased the brand's creativity and technological capabilities. Partnering with Marvy Co. to explore how technology can enhance your brand's audience engagement