In a creative first for the brand, leading and award-winning non-alcoholic drinks company, Lyre’s, is bringing its products to life through augmented reality, driving inspiration and education in the non-alcoholic category via Unbound and The Kinetic Agency.
Based on the brand’s ‘Social Animals’ that have been created to match each unique liquid and can be seen on the Lyre’s labels, AR will animate the characters to take consumers on a journey with each bottle.
Inspiration for the Lyre’s name came from the Australian Lyrebird, which then inspired a crew of animal mascots, each created to represent the uniquely crafted liquids. To access Lyre’s Impossible Bar, simply scan the QR code found on select bottle neck labels of Lyre’s non-alcoholic or visit www.lyresimpossiblebar.com on your mobile now. The experience is also shareable via social media.
Through the technology consumers are encouraged to ‘enjoy your drink your way – anytime, anywhere,’ learning to craft the perfect non-alc tipple with the guidance of a Social Animal.
Says Paul Gloster, CMO, Lyre’s: “Lyre’s makes its easier than ever to take your favourite drink and make it a Lyre’s non-alcoholic, using new technology to bring the brand to life.
“We wanted to push the boundaries of what is possible from a marketing perspective, put the consumer in charge and expanding our digital interactivity, using Alexa and augmented reality to add more brand depth and information to make it a practical experience, not just a cool bit of tech. Both pieces lead to the ‘how,’ showcasing drinks and recipes that we know people around the world will love, using Lyre’s non-alcoholic.”
The individual characters recently came together in animation as part of Lyre’s first ever TVC, showcasing the most popular non-alc cocktail combinations across the Lyre’s range. Now, through Impossible Bar, Lyre’s has extended its user experience allowing consumers to learn, purchase, find a store, share, and access discounts, offers and savings anytime, anywhere with a focus on driving trial for the brand.
Says Ashleigh Murray, global SVP ecommerce and digital for Lyre’s: “The non-alcoholic spirit category has been such a new, innovative movement and like with anything ‘new’ comes a real importance on awareness, education, availability, and trial. Working with the agency Unbound and 8th Wall, we saw augmented reality technology was the perfect way to unlock this education piece for the customer on how to lovingly craft a sophisticated non-alcoholic cocktail.
“The skill of the Unbound team coupled with 8th Wall technology has enabled us to remove any barriers to use. No apps, downloading or bottles are required to unlock this incredible AR experience. If you have a phone and scan the QR code then anyone can enter the world of Lyre’s Impossible Bar to not only learn how to craft the perfect non-alcoholic cocktail, but to also shop the product, find discounts, sign up to the database or locate a store near you! We believe this experience is not only is fun and engaging, but is completely functional in addressing education, trial, positive sentiment and repeat purchase.”
Concept, 3D, Animation and AR
Brand Creative & Copywriting
The Kinetic Agency
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