The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) achieved the accolade as part of an AR advertising campaign designed to promote the capital’s appeal as a holiday destination.

For the campaign, the large-format screen was transformed into an interactive AR experience which showcased some of Abu Dhabi’s iconic landmarks.

Ali Al Shaiba, acting executive director of tourism and marketing at DCT Abu Dhabi explains how during the planning process, those involved wanted a platform which did more than just bring Abu Dhabi’s famous sights to life.

By using the famous Piccadilly Lights, passers-by were able to become immersed in the experience first-hand through the use of an on-site audience camera which was used for specifically in advertising for the first time in the campaign.

Al Shaiba says: “By standing near the fountain in the square, people [were] captured by the hi-tech on-site audience camera, transporting them to some of Abu Dhabi’s most famous attractions.

“Think family-friendly indoor theme park Ferrari World Abu Dhabi, wildlife haven Sir Bani Yas Island, and the stunning Sheikh Zayed Grand Mosque – on the screen. Each one of the capital’s landmarks have been brought vividly to life in London using innovative 3D augmented-reality overlays.”

The campaign also utilised the cold and dreary weather during November and December and using a weather overlay, triggered weather-specific messages.

Al Shaiba explains: “At this time of year it is traditionally cold in London, while in Abu Dhabi the weather is wonderfully temperate. With this campaign, we want to encourage people to swap rainy, windy days for fun in sunny Abu Dhabi.”

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