Royal British Legion rolls out AR campaign

AR experience brings stories from the Battle of Passchendaele to life in a bid to target a younger audience

Chloe Green | 23rd Feb 18

The Royal British Legion has launched an augmented reality (AR) based campaign that brings stories from the Battle of Passchendaele to life in a bid to target a younger audience.

The charity hopes the experience will build on the success of its Every Pin Tells a Tale campaign, when the charity commemorated British soldiers who died during Passchendaele by commissioning limited-edition Passchendaele 100 poppy lapel pins. Those pins were made from British artillery shell fuses and earth samples collected from the battlefields.

This follow-on digital campaign, created in partnership with Geometry Global UK and Blippar, brings the stories behind the battle to life. Each pin comes in a commemorative box which, when scanned with the Blippar app, transforms into a muddy trench giving just a glimpse of Passchendaele as you hear the stories of the fallen.

Omaid Hiwaizi, global head of experience strategy at Blippar, said: “This showcases perhaps the most powerful application of AR for brands: to enhance and deepen the product propositioning.

“We worked closely with Geometry Global and the Royal British Legion to deeply understand the physical product and its story. That’s how we’ve managed to create a portal into the world of the soldier in a muddy trench.”

Bringing stories to life

One story brought to life by the digital tech tells of Captain Noel Chavasse, a British medical doctor and Olympic athlete, the only British serviceman awarded a Victoria Cross twice during the First World War.

Hit by shell splinters in 1916 while rescuing men in No Man’s Land, it is said that Chavasse got as close as 25 yards to the German frontline where he found three men and continued throughout the night under a constant rain of sniper bullets and bombing. With similar heroics in the early stages of Passchendaele in August 1917 he was awarded a second VC and died two days later.

“By blending sharp human behaviour insight and popular technology, stories from a century ago are brought to today’s audience helping create a much better understanding of experiences the brave sustained,” Karl Turley, business director at Geometry Global UK, commented.