Case Study: TELUS Spark Bringing a Summer Campaign to Life with AR
When it comes to marketing, AR is like that new wave everyone’s vibing with—it’s fresh, it’s flashy, and most importantly, it’s effective. Brand advertisers are starting to see that AR can elevate their game, bringing more than just eye candy; it brings metrics that hit harder than your standard 2D ads.
TELUS Spark Science Centre decided to ride this wave, and with the help of Press + Post, they turned their ‘Bugs & Bytes Summer Science at Spark’ campaign into a straight-up blockbuster.
The Challenge: Turning the Heat Up on a Science Campaign
Telus Spark was gearing up to drop some serious knowledge on their audience with the 'Bugs & Bytes Summer Science at Spark' campaign. Imagine walking into a spot where giant animatronic bugs look like they stepped out of a sci-fi movie… yeah, it’s that wild. But Spark wanted to take it beyond just the exhibit, spreading it all across Calgary and getting people excited before they even hit the spot.
The challenge? “Sparking” that buzz in the community, grabbing folks' attention, and pulling them into the experience.
So, how do you make people care about a bug exhibit without just yelling, “Come check this out!”? The answer was simple but next-level: bring the bugs to life off-site with some AR magic.
The Solution: Bringing Bugs to Life
Press + Post and TELUS Spark hit us up to help them take an idea from concept to creation with that extra sauce. They decided to re-create three of the animatronic bugs from the exhibit , but in AR. Now, instead of just talking about these massive creatures, they made it so you could summon them right into your world, just by using your phone.
These bugs were more than just digital replicas—they could be resized, placed on any surface, and explored. Want to see a giant bug chilling on your kitchen table? Done.
Wanna freak out your friends by having a huge insect pop up on the sidewalk?
Easy.
And while you’re at it, these bugs weren’t just for show—they had hotspots loaded with info to educate users, blending the fun with learning.
The Execution: Combining Creativity and Tech
Press + Post and Simpl.AR knew they had to make this AR experience not only fresh but accessible. They rolled out large vinyl signs all around Calgary, like digital breadcrumbs leading you straight into the action. These markers were the keys to unlocking the AR bugs—scan them with your phone, and boom, you’re in.
What set this campaign apart was the smooth, web-based AR. No app downloads, no extra steps. Just scan, play, learn, and see these animatronic giants in real life at TELUS Spark. It was important to keep it user-friendly and make it easy for people to engage without any extra hassle.
The ‘Bugs & Bytes’ theme mixed with AR like peanut butter and jelly, it just worked.
Press + Post knew that this blend of tech and science was the right move to amplify the campaign’s reach and on par with the brand’s goals.
The Result: Creating a “Buzz” Worth Talking About
The AR campaign did more than just make a splash—it made waves.
People weren’t just hearing about the exhibit, they were living it, even before they stepped inside TELUS Spark. The AR experience got folks snapping pics, creating videos, and sharing it all over their socials.
When it was all said and done, TELUS Spark saw a big-time boost in attendance. People weren’t just intrigued—they were motivated to come to check out the exhibit after catching that AR preview in the wild.
It was more than just a campaign; it was an experience that resonated, and it led to real-world foot traffic and ticket sales.
The Secret Sauce of the Campaign
The secret sauce to this campaign was about keeping the AR experience 100% in sync with the theme. This wasn’t just about throwing tech into the mix for the sake of it. The AR bugs were an extension of the exhibit’s whole educational vibe that was fun and visually on point.
Plus, using web-based AR cuts down on friction. Nobody wants to jump through hoops just to engage with a campaign, and by keeping it simple, Press + Post and Simpl.AR made sure everyone could join in on the fun, no matter how tech-savvy (or not) they were.
At the end of the day, this case study shows that AR isn’t just some flashy new toy; it’s a game-changer when used right.
TELUS Spark and Press + Post looked outside the box, turned up the heat on their campaign and blended AR with education and entertainment, creating something that was more than just an ad—it was an experience.
And when you can do that, you’re not just creating buzz, you’re creating results.
AR is on the rise, and campaigns like this prove that when you use it smartly, you can hit your goals, connect with your audience, and leave a lasting impression that sticks with them long after the campaign ends. Keep your eyes on the AR wave—this is just the beginning.