AAMI DERBY DAY SNAPCHAT LENS // ART DIRECTION

AAMI set us the challenge to engage Gen-Y audiences and leverage their sponsorship of Victoria Derby Day.

So we came up with a sponsored Snapchat lens to create a fun, interactive and highly shareable race experience and generate ‘play-time’ with the AAMI brand.

Using the race itself as inspiration, the AAMI branded lens transformed the face of Snapchatters throughout Australia into a racehorse animation that jumped around the screen as if the horse was running in a race while blowing air out of its nostrils.

We also created the AAMI sponsored Geofilter which was available for use nationwide on AAMI Victoria Derby Day. It allowed users to create a memento photo with Flemington’s iconic rose bushes and traditional white picket fence.

Results

The branded lens received over 3.4 million plays.
The Geofilter attracted over 2.1 million swipes.
5.5% of the Australian population (over 1.2 million Australians) interacted with the lens alone
The campaign uniquely reached around 70% of the Australian Snapchat population
Average ‘play-time’ for the lens was 13.85 seconds (above Snapchat’s average play-time)

As one of the first Snapchat campaigns using the sponsored lens and Geofilter, it was difficult to forecast reach and engagement levels. Clearly reaching 1.2 million people and 70% of Australian Snapchat users we surpassed all expectations. Snapchat even uses this lens as best practice when talking to other agencies