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Can You Hear Me?

AUSTRIAN TOURIST BOARD

Challenge

In the highly competitive travel industry and with a very limited budget, we created a moment of fascination in New York City for a destination that embodies the exact opposite. We helped The Austrian Tourist Board create an extraordinary augmented reality audio experience based on people’s interests and Manhattan locations. Our impactful approach created five times more impressions through owned and earned media than our paid media budget.
Can You Hear Me?

Solution

We let people experience New York City in a whole new way by creating an audio experience embedded in Manhattan’s history. Using sound helped us stand out and create immersive experiences focusing on Vienna’s most famous son, Beethoven, as he guided visitors through specific Manhattan locations that are related to Austria. This was brought to life using immersive 3D sound effects and Bose audio glasses linked to geolocation information. In each location, people received an augmented reality (AR) audio experience perfectly tailored to that location. Each experience was brought to life by Beethoven’s voice and special AR audio effects that enhanced the experience in intensity and quality.

Our sound destinations included the famous Aldo Sohm Wine Bar, run by an Austrian and one of the top sommeliers in the United States, Cafe Sabarsky, which draws its inspiration from the great Viennese cafés that were important centres of intellectual and artistic life at the turn of the century, and Carnegie Hall where people can celebrate Beethoven's 250th birthday and admire the largest exhibitions of the music composed by the great master of our time.

Results

2 million + impressions on Facebook
40% conversion rate to view product site/ 10 % conversion rate to install app
10 million impressions were generated through Owned and Earned Media
5 times more Owned and Earned impressions than our invested budget

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