Futuristic AR screen record promotes Abu Dhabi tourism in the heart of London
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) achieved a Guinness World Records (GWR) title for the Largest augmented reality (AR) screen in the famous Piccadilly Circus for two weeks in London, United Kingdom.
The record-breaking campaign transformed the famous 40-foot digital billboard at Piccadilly Lights into an interactive augmented-reality (AR) experience, that showcased some of Abu Dhabi’s most iconic landmarks such as Ferrari World Abu Dhabi and Sheikh Zayed Grand Mosque.
Ali Al Shaiba, Acting Executive Director of Tourism and Marketing at DCT Abu Dhabi, spoke about using the Augmented Reality technology; “The world-record-breaking augmented-reality experience in Piccadilly Lights showcases the UAE capital’s most famous landmarks in a pioneering way."
When conceptualising the campaign, we knew we wanted to do more than just bring Abu Dhabi’s famous sights to life at one of London’s most iconic landmarks."
"We also wanted to capitalise on the scale of the experience by breaking a GWR title for the World’s ‘Largest augmented reality (AR) screen’"
Ali Al Shaiba explained the method, stating; “By standing near the fountain in the square, people are captured by the hi-tech, on-site audience camera - used specifically for advertising for the first time for this campaign."
They're transported them to some of Abu Dhabi’s most famous attractions - think family-friendly indoor theme park Ferrari World Abu Dhabi, wildlife haven Sir Bani Yas Island, and the stunning Sheikh Zayed Grand Mosque - on the screen."
"Each one of the capital’s landmarks has been brought vividly to life in London using innovative 3D augmented-reality overlays.”
The Augmented Reality Screen was designed in a way that allowed people to interact with it.
The interactive screen played for 10 minutes every hour, featuring a competition that gave people the chance to win a trip to Abu Dhabi with Etihad Holidays.
In order to participate, people were asked to take a selfie and share it on a website. The mass then voted for their favorite picture, providing a lucky winner with an opportunity to experience Abu Dhabi first-hand.