Oishi | Cafe City Augmented Reality Campaign | Thailand

The green tea packages are now produced with a QR barcode. People can take their drink cartons to the ‘Oishi Café City’ via www.oishicafecity.com and discover the hidden virtual ingredients for a cooking game and discover the hidden virtual ingredients for a cooking game. The website also uses augmented reality elements to generate more interaction with users. Meanwhile, a television commercial by Y&R is being aired to drive traffic to the website.

Tan Passakornatee, managing director at Oishi Group, explains that the brand has always been popular among young people. The company has also released various campaigns to connect with the demographic, such as 'UHT Campaign' last year.

Tan believes one of the biggest challenges on the horizon will be producing new codes for the packaging each quarter to develop and grow the game. However, he is confident this is a good opportunity to provide a fun, problem-solving medium for young people in Thailand.





Credits:
Project Cafe City Augmented Reality Campaign
Client Oishi Group Public Company Limited
Creative agency Y&R Thailand
Chief creative officer Trong Tantivejakul
Art director Nares Limapornvanich
Copywriter Nuwadee Ketraungroch
Account servicing Tida Vibulvanich, Rattanawadee Lertviriyavanich, Darunrat Vasanachitt
Agency producer Kittipan Suawannasri
Media agency MEC
Production company Phenomena
Exposure Television, online