Moonpig – Advent calendar

The challenge

For Christmas 2021, Moonpig launched their usual TV ad, featuring their signature moonpiglet. They wanted to create an AR experience in parallel to that, to build more buzz around their Christmas campaign.

For the campaign, Moonpig had several ‘Joys of Christmas’ digital experiences and exclusive offers planned, and they wanted us to develop a mini-game that helped them raise awareness of their gift offering during the festive season. They were particularly keen to raise awareness around the fact that they don’t just sell cards and flowers, but also other gifts.

Our approach

The AR experience, launched on WebAR using 8th Wall, asked users to collect gifts that were falling from the ceiling using a Christmas sack.

On the welcome screen, the Christmas moonpig from the TV ad was animated. Then, the user placed the Christmas sack virtually in their environment and used their finger to move it around in order to catch the different falling gifts. Finally, the user was redirected to their website, where they could purchase the gifts they had caught.

The effect also asked users to take a photo/selfie at the end of the game and share it on social media.

The mini-game ran up to Christmas day as the last day, with over 40,000 users playing the game.

We’re really excited about our first foray into AR, it provides the perfect platform to bring together our Christmas moonpigs and fantastic gift range. All wrapped up in a fun, but harder than it looks, game! I’m sure consumers will enjoy it and I look forward to seeing the levels of engagement.

Simon Hills, Director of Marketing & Brand at Moonpig