Globe unveils country’s first-ever augmented reality print campaign


Globe Telecom stands at the forefront of innovation once again as the first Philippine company to launch the country’s first-ever augmented reality campaign on print media.

Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video or graphics which involves layering of computer-generated imagery on top of a view of the real world as seen through the camera of a smartphone or tablet computer.

AR is becoming a fast growing technology and is considered as one of the more important marketing communications tools nowadays. It helps transform the way information and consumers are engaged towards a specific product or service, as well as it brings brand experiences to life. It also aids digital campaigns as a means to drive traffic to various social media sites or as part of coupon or redemption-led strategies for sales promotion programs.

Data from ABI Research made a forecast that the market for augmented reality will reach US$350 million by 2014 in the United States alone. During the recent Philippine Advertising Congress which talked about game-changing advertising initiatives, Singapore Press Holdings general manager Geoff Tan said that the use of AR is already prevalent and widely accepted by the Singapore market. AR is typically seen and used in events, exhibitions and roadshows, point-of-sale programs, interactive installation, website and digital marketing, and mobile marketing and m-commerce solutions.

“Once again, Globe is pioneering another effort in the advertising industry. The use of AR in our marketing campaigns will engage our customers further. With the AR, we will establish a more personal affiliation with our brand, immerse them through the use of their senses, and forge a more robust interaction with our products and services,” said Yoly Crisanto, Head of Globe Corporate Communications. “This is indeed taking technology up a notch and we are happy that we have made this milestone in the Philippine advertising industry.”

To jumpstart the use of AR in its marketing campaigns, Globe will use the technology on its Christmas campaign entitled Globe Gets Me. Through the AR-empowered print campaign, Globe celebrates diversity in the way Filipinos celebrate the Yuletide season, including the way they connect and communicate with their loved ones. As a brand that lets subscribers enjoy their way, Globe leads the industry with a strong portfolio of innovative, customizable and affordable offers that truly enrich the lives of Filipinos, especially this Christmas.