AmEx card holders in Australia were sent a Talking Tag to include with gifts for prank-playing partners, naughty friends, nice siblings, and wolf-crying colleagues. The tags direct recipients to an augmented reality experience customized just for them.

Scan the card via webcam and a pair of lips appears with a customized Christmas message in eight different voices ranging from a grandmother to a pluumy-voiced British aristocrat, informing the present-holder if they’ve been naughty or nice.

Created by Ogilvy Sydney, gift-givers can also print out their own gift tag and choose their own message.

The youth segment forms more than 50 percent of the customers for the StarHub Online Music Store. For this campaign, StarHub wanted to engage this target group and build stronger affinity. Secondary objectives: increase web traffic and music downloads. We created Musical Fitting Rooms. These rooms suggest songs that suit the style of clothing being tried on.

How It Works: We tagged RFID chips to clothes and installed RFID readers with directional speakers in fitting rooms. When a garment is brought into a fitting room, the RIFD chip triggers the reader to play music that matches the style of the garment. The idea was implemented in 42 retails stores with high youth traffic, turning ordinary fitting rooms into interactive ambient installations. The campaign was covered by two of the biggest youth magazines in the country, driving more people to participating stores.

We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested song and the music store. Average click-through rate was 84 percent. Paid music downloads increased by over 21 percent. Brand equity score among youth increased by 57 percent. And over 47,000 songs from 16 genres were recommended to people across the country. This campaign is ranked as one of the most successful youth promotions for StarHub.

Text: Cannes Lions 2011 entry form

For the opening of the new IKEA Malmö store, they created a Facebook campaign. The mission was to create something engaging that would have the potential of spreading by itself beyond the borders of the Malmö region. But at the same time staying relevant and focusing on IKEA’s offer, their products. Without messing around. Check the result above and be impressed!!!

Augmented ID is a TAT concept that visualizes the digital identities of people you meet in real life. With a mobile device and face recognition software from Polar Rose, Augmented ID enables you to discover selected information about people around you. All users control their own augmented appearance, by selecting the content and social network links they want show to others. Modifying your augmented ID is easier than fixing your hair in real life and, of course, TAT Cascades will make sure you look great!

Text: TATMobileUI

Whether walls or trains — graffiti need to be sprayed on solid, “real” backgrounds. Doesn’t it?

An answer to this is provided by the “Tagged in Motion” project, which builds a bridge between real graffiti art and its virtual depiction. The centre of attention is the graffiti artist DAIM, who co-created the nextwall. Equipped with the appropriate technology, DAIM sprays graffiti into empty space. In a large hall, three cameras using Motion Capturing record DAIM’s position and the movements he executes with a virtual spray can. The assimilated data is shown to him in real time in a pair of video glasses — as free-floating 3D graffiti in space. In this way he can decide how and where to apply his strokes, and via a Bluetooth controller can also determine the colours, strength of brushstrokes and textures of his work.

This extended reality thus becomes a three-dimensional graffiti canvas, on which something completely new is created: street art of the next generation!

Creation: Jung von Matt Text: The NextWall.net