Celebrating Ramadan Moments with OREO’s Warm and Immersive AR Experience

This Ramadan and Eid, OREO, in collaboration with Assemblr and Publicis, brought a fresh approach to festive giving through the OREO AR Hampers Festive campaign. By integrating Augmented Reality (AR) into its hampers, OREO transformed traditional gifting into an engaging, personalized, and emotionally meaningful digital experience. 

Since its introduction in 1912, OREO has been a global symbol of togetherness and sharing moments of joy. The AR Hampers Festive campaign builds on this heritage, combining OREO’s playful character and multi-generational appeal with modern technology to create a new way for people to connect during festive moments.

Designing a Festive Campaign Beyond Traditional Gifting

For the AR Hampers Festive campaign, OREO set out to create more than visually appealing hampers. The objective was to design a gifting experience that could deliver emotional messages, reinforce the connection between people, and make sharing moments more memorable. At the same time, the experience needed to be seamless, accessible, and intuitive for a wide range of users.

The campaign was structured into two distinct streams. The first was a regular campaign centered around personal gifting, allowing individuals to send hampers to Close Friends, Family, or Colleagues. The second was a collaboration with Grab (a leading Singapore-based multinational technology company operating a "super-app" across Southeast Asia, offering transportation, food delivery, and digital financial services), focused on creating social impact by delivering hampers to orphanages. Despite the different user journeys, both streams required a consistent experience that felt personal, engaging, and emotionally resonant.

Turning Festive Hampers into Interactive AR Experiences

To bring this vision to life, Assemblr developed an interactive Augmented Reality (AR) experience embedded within each hamper. By scanning a QR code, recipients could instantly unlock personalized digital messages brought to life through immersive visuals and engaging animations.

In the regular campaign that has gone live since 22 January, users were able to select their intended recipient and choose from three message themes: Close Friends, Family, or Colleagues. This customization ensured that each hamper carried a unique and thoughtful message, transforming a simple festive gift into a deeply personal interaction.

Meanwhile, in the OREO x Grab collaboration, the AR experience was tailored to support the “OREO Fun Sharing” initiative with a strong social impact focus. Hampers were directed to orphanages, with AR messages designed to convey warmth, joy, and inclusivity, extending the spirit of Ramadan beyond individual circles and into the broader community.

By seamlessly integrating physical gifting with digital storytelling, OREO successfully bridged tradition and technology. The AR Hampers Festive campaign demonstrated how Augmented Reality (AR) innovation can enrich meaningful celebrations  turning ordinary hampers into interactive platforms for emotional expression, strengthening bonds, and creating memorable Ramadan and Eid moments.

Interested in transforming your brand campaign into an immersive AR experience? Let’s create something meaningful together. Contact us here.