Sephora Malaysia unwraps first-ever 3D interactive show this Christmas

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Beauty retailer Sephora Malaysia has launched its first-ever 3D interactive showcase campaign called "Unwrap Their Beautiful".

"Unwrap Their Beautiful" invites visitors regardless of age, gender or background, on a virtual journey to discover the power of their beauty and to share in the holiday cheer this season of gifting.

The campaign will be displayed on the Pavilion Kuala Lumpur's Elite Screen and Fahrenheit88's Curve LED screen daily until 1 January 2024.

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The 3D synchronised interactive show turns viewers into participants and allows them to dedicate their holiday wishes to the capital city's largest 3D screens by scanning a QR code. Participants can either connect instantly or schedule their wishes in advance.

Additionally, scanning the displayed QR codes can also result in surprise gifts that consumers can get in-store.

"There are QR codes consumers can scan that will lead them to an interactive game. As they follow the virtual ribbon, consumers have a chance to not only collect virtual gifts but also turn virtual into reality with tangible gifts by approaching any Beauty Advisors in-store," said Valerie Foong, general manager of Sephora Malaysia.

3D billboards and campaigns are becoming increasingly popular in Kuala Lumpur, and Asia. In the Asia Pacific (APAC) region, the DOOH has market reached US$8 billion in 2022, with projections to hit US$18 billion by 2028, according to research group IMARC.

This trend has been attributed to how DOOH offers precise targeting and campaign delivery, enabling brands to engage with audiences in the right place at the right time. It also comes with the added benefit of unprecedented audience measurement capabilities, so brands can understand the impact on key KPIs.

Earlier in November, eCommerce site Shopee launched a 3D billboard runway show to launch its 11.11 Big Sale shopping festival.

The 3D campaign featured Malaysian girl group Dolla and had a giant QR code which consumers could scan and claim vouchers from.

Across the border, OPPO launched its first 3D OOH campaign "The Champion Foldables, Reimagined." The campaign celebrates the brand's official sponsorship of the UEFA champions league and the launch of the brand's Find N3 series.

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