--- title: Celebrating 130 years Club Brugge with an interactive AR experience url: "https://www.bitsoflove.be/our-work/130-years-of-club-brugge" date_modified: "2024-02-22T00:03:15+01:00" --- # Celebrating 130 years Club Brugge with an interactive AR experience ## Key takeaways In collaboration with Club Brugge and Yondr, the 'We AR Bruges' campaign is a fun and interactive way to explore Bruges and look back at 130 years of Club Brugge history. - Client Club Brugge - Services Digital product strategy — Immersive and creative concepts — User interface design — 3rd party integrations — UX design — - Links [Discover the campaign](https://www.wearbruges.be/?utm_source=website&utm_medium=case&utm_campaign=bitsoflove) ## Challenge In order to ade­quate­ly link 130 excit­ing years of Club Brugge his­to­ry with the his­to­ry of Bruges, the goal was to cre­ate an inter­ac­tive out-of-home city mar­ket­ing campaign. Its aim was to **con­nect such a cam­paign to a gen­uine­ly unique fan expe­ri­ence**, tar­get­ed beyond their usu­al audi­ence to include both tourists and Club Brugge sup­port­ers who live else­where as a way to grow Club Brugge brand aware­ness and con­nec­tion. The cam­paign was active from Octo­ber 30th, 2021 until Jan­u­ary 30th, 2022. ### Concept We AR Bruges is **an interactive walking tour** with a combination of a digital experience featuring 7 interactive missions, a physical point of sale (The Club City Shop), and OOH displays (printed banners near important monuments across Bruges’ city centre). These **Out-Of-Home banners are persistent triggers** to an interactive web experience that you perform, either individually or in a group, in a significant public space. This is a win-win-win scenario: - Tourists familiarise themselves with the Club brand, - the city attracts new visitors in existing Club fans, - and Club is able to generate new qualified leads. A primary goal of this campaign is to boost foot traffic to the pop-up Club Brugge City Shop in Bruges’ main high street, which is the final mission and destination of the walking tour. ### Experience We AR Bruges is an **AR web appli­ca­tion** that fea­tures 7 pro­gres­sive mis­sions as you explore a 1,891 kilometre walk­ing jour­ney in Bruges, with a free gift (enam­el pin & stick­ers) in the City Shop as a prize. At each loca­tion, scan the QR code and see if you’ve got what it takes to sprint along­side Noa Lang or score a goal against Simon Mignolet. As Club Brugge’s offi­cial sup­pli­er and dig­i­tal part­ner, Bits of Love designed and devel­oped the mobile plat­form, coor­di­nat­ed between all par­ties, and inte­grat­ed these tech­nolo­gies into **a per­form­ing mobile-first web experience**. ## Process Exe­cut­ing **a com­plex and ambi­tious project with­in the per­for­mance con­straints of a mobile web appli­ca­tion** pre­sent­ed itself with its fair share of cre­ative and tech­ni­cal challenges. The immersive media agency [Yon­dr](https://yondr.agency/) was faced with com­ing up with cre­ative and interactive AR concepts that are doable within a limited web system, and sub­se­quent­ly opti­mis­ing these con­cepts for all sorts of mobile devices. The dif­fi­cul­ties Bits of Love faced came from ideat­ing a strong design, imple­ment­ing mul­ti­lin­gual sup­port, cre­at­ing the over­ar­ch­ing plat­form that works well on all sorts of mobile devices, and keep­ing pri­va­cy con­cerns in mind whilst keep­ing track of mis­sion progress over the course of mul­ti­ple days with­in a mobile browser. ## Result: mission completed! Through­out the cam­paign, the web­site gar­nered 166k views with **an aver­age engage­ment rate of 92.76%**. These engaged Club fans com­plet­ed **9.239 mis­sions over 6.696 ses­sions**, account­ing for 35.000 esti­mat­ed par­tic­i­pants over­all. The cam­paign result­ed in 3.472 qual­i­fied leads. Anec­do­tal­ly, Club fans real­ly enjoyed the expe­ri­ence over­all as a new way to dis­cov­er Bruges and we received favourable reviews from sup­port­ers who praised the unique concept. One of those groups reviewed their experience like this: - Score: 9⁄10 - Number of participants: 4 - Favourite experience: ​“The bear and his scarf” > “Very fun, was the first time that we did something like this. The kids were very excited. It ended with a goosebumps moment; the video about the fortress! Great to discover Bruges in this way. Thanks!” > > Anonymous Club Brugge fan ## Conclusion The **We AR Bruges** cam­paign takes inter­ac­tive city mar­ket­ing to the next lev­el and high­lights Club Brugge’s efforts as a Bel­gian dig­i­tal sports pioneer. > “It was awesome to walk through the streets of Bruges as a supporter of the colours close to your heart. It was very well done and I hope there will be more tours and creative projects in our city. Thanks for this experience!” > > Anonymous Club Brugge fan [All projects](/our-work) [Next project](https://www.bitsoflove.be/our-work/studio-100-go-personalisation) ## Thinking of a project? Let’s talk [Get in touch](https://www.bitsoflove.be/contact-us)