The Challenge

The Macallan needed to launch a new travel-exclusive collection but lacked an integrated offline-to-online strategy, risking fragmented customer journeys and missed data opportunities.

The Solution

We bridged the gap between physical and digital engagement with a branded AR experience, seamlessly connecting in-store interactions to an immersive storytelling mini-site. This platform showcased The Harmony Collection—highlighting its artisan craftsmanship, premium cacao ingredients, and sustainable packaging.

A multi-channel marketing strategy drove online audiences to in-store experiences, while data from AR interactions powered retargeting and personalization. This ensured tailored follow-up campaigns for high-intent customers, maximizing engagement and conversion.

Role: Creative & Art Direction, AR Concept, UX & UI Design, O2O User Journey

The Result

The campaign delivered a successful global launch, seamless O2O journeys, richer brand engagement, and valuable customer insights for future personalization.

• 28,000+ Global registrations through the AR experience

• 118M+ Impressions across paid, owned & partner channels

• 20% Conversion rate (through AR Experience)