Stella Artois has launched an augmented reality-based digital campaign for the Christmas period that taps into drinker's environmental concerns.
The Send a Card, Save a Tree campaign lets visitors send a free, augmented reality Christmas eCard. For every eCard sent, Stella Artois says it will secure the future of a rainforest tree located in the threatened Atlantic Rainforest, with the goal saving one million trees before Christmas Day, representing one million eCards sent.
Working with leading global environmental organisation the World Land Trust, www.worldlandtrust.org the campaign aims to save one million trees located in Argentina’s Misiones Province in a vital land bridge connecting two national parks in neighbouring Brazil and Paraguay.
Stella Artois commissioned agency Bright Spark Digital to create a 3D augmented reality (AR) Christmas eCard for the campaign. The Stella Artois eCard can be sent from www.stellartois.com and can be personalised with a message from the sender to the recipient.
The Stella Artois eCard reveals interactive seasonal imagery, which is designed to provided recipients with a truly engaging experience. The Send a Card, Save a Tree campaign will be supported with TV, digital and out-of-home advertising throughout December, as well as special Christmas packaging in-store.
Progress of the campaign will be tracked via a sustainably sourced Christmas tree which will light up in stages for each 100,000 trees saved until the goal of one million eCards sent, and one million trees saved is achieved. The tree is located in the Winter Wonderland in London’s Hyde Park, and can be viewed remotely by consumers around the globe via webcam at www.stellartois.com.