The Warehouse has a strong database of 20,000 guys who were targeted in a Valentine’s Day promotion to drive them in-store. The campaign utilised augmented-reality (AR) technology to deliver an individual and personalised message to a girlfriend, triggered by an ad that the guy seemingly placed in the New Zealand Herald. In fact, each guy had entered the message on the campaign website and then been emailed a unique code that activated their webcam. When the press ad was held up in front of the webcam it triggered the personalised, totally unique message.

The campaign successfully integrated the use of website, email, webcam and AR technology, along with a simple press ad to create what is believed to be a world first. After seeding with just 20,000 people, over 12,000 site visits were achieved within just five days and 1338 individual messages set up, gaining considerable media attention and industry recognition.