New Delhi: DViO Digital launched an augmented reality (AR) filter on Instagram for their client Flipkart Video, timed alongside the platform’s interactive gender-debate game show Ladies v/s Gentlemen. The filter conceptualized by Team DViO Digital aimed at engaging with audiences and roping them in for some couple centric, light-hearted fun. In the end, couples could get their ‘couple score’ based on questions that everyone in a relationship would relate to.
The content, design, technical, and strategy teams at DViO Digital together conceptualized and created the AR Filter in line with the theme of the gender-based, opinion poll game show Ladies v/s Gentlemen, hosted by Genelia and Riteish Deshmukh. The aim of the campaign was to create an exciting array of harmless, relatable banter between real-life couples through the AR Filter where they could eventually get their ‘Couple Score’, and share it on social media. A mix of celebrities and influencers like Rashami Desai, Kusha Kapila, Durjoy Dutta, Pranati Rai Prakash, Ankita Rai Tiwari, Smriti Khanna, Vaishnavi Rao, Siddharth Nigam, Anushka Sen was seen trying out the filter to find out their compatibility with their loved ones.
The campaign received over 2.1M organic impressions and 54.3K opens on Instagram. Factors like ease of playing, the relatability of the questions, the opportunity to try out a filter with your partner, and get a couple score that they could flaunt gave the filter a huge surge in virality with 14.6K captures and 346K shares, all within the span of a month.
Test your love with your partner with the use of this filter in a fun game:
https://www.instagram.com/ar/4754218414619720
Sowmya Iyer, Founder & CEO, DViO Digital, said, “There have been many publicly available AR applications and the filter game got more innovative and creative as more brands have witnessed that filters not only engage and entertain their consumers but also deliver powerful brand messaging. At DViO, we don’t leave behind any opportunity to provide such experiences and capture the essence of the brand. The Ladies v/s Gentlemen AR filter puts a couple against each other in a completely harmless way, creates fun debates, and eventually gives them a score on their compatibility. The response to the AR filter was highly appreciated by the fans, and it brought out the sporting spirit in them resulting in capturing the theme of the show.”
