Royal British Legion Steps into AR with Geometry & Blippar

The Royal British Legion has launched an augmented-reality (AR) experience bringing to life stories from the Battle of Passchendaele in a bid to reach a younger audience. Sales from the campaign are helping generate income to provide lifelong support to all members of the British Armed Forces, veterans and their families.

Karl Turley, Geometry UK’s Business Director, explains that by blending sharp human behaviour insight with popular technology, tales from a century ago are being brought to today’s audience, helping create much better understanding of trench warfare and the bravery of soldiers.

The idea expands the success of Geometry’s ‘Every Pin Tells a Tale’ campaign. To commemorate the 60,083 soldiers who made the ultimate sacrifice at the Battle of Passchendaele, the Legion commissioned limited-edition Passchendaele 100 poppy lapel pins. British artillery shell fuses and earth samples were collected from battlefields and melted down to create 60,083 poppy pins to honour and remember every British soldier who fell in battle.

With AR partner Blippar, Geometry has created an experience that's triggered by these pins. Each pin comes in a commemorative box which, when scanned with the Blippar app, transforms into a muddy trench giving just a glimpse of Passchendaele as you hear the stories of the fallen.

One tells of British medical doctor and Olympic athlete Captain Noel Chavasse, the only British serviceman awarded a Victoria Cross twice during the First World War. Hit by shell splinters in 1916 while rescuing men in no-man’s land, it’s said that Chavasse got within 25 yards of the German line where he found three men. He continued his rescue mission through the night under a constant rain of sniper bullets and bombing. With similar heroics in the early stages of Passchendaele in August 1917 he was awarded a second Victoria Cross medal and died of wounds two days later.

Omaid Hiwaizi, Global Head of Experience Strategy, Blippar said, "This showcases perhaps the most powerful application of AR for brands: to enhance and deepen the product propositioning. We worked closely with Geometry UK and The Legion to deeply understand the physical product and its story. That's how we've managed to create a portal into the world of the soldier in a muddy trench."

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