Success story · AndTonic · El Corte Inglés · Disney

Star Wars Photocall AR

89.011

Users detected in the square.

Case summary

Interactive projection with Augmented Reality in Plaza de Callao, where passersby could see their reflection transformed into a character from the Star Wars universe.

Plaza de Callao is undoubtedly one of the busiest spots in the city of Madrid, and its most iconic showcase is that of El Corte Inglés. On the occasion of the premiere of one of the latest installments of the most famous saga in history, Disney, El Corte Inglés and the agency AndTonic sought a way to activate the street and turn the showcase into something more than just an advertising space. The answer was the Star Wars Photocall AR, an interactive showcase with Augmented Reality where any passerby who approached saw the most characteristic elements of the Star Wars universe overlapping over their own reflection.

Client

AndTonic · El Corte Inglés · Disney

Sector

Retail & Leisure

Service

Gamified Marketing · Immersive XR experiences

89.011

Users detected in the square.

73.243

Smiles captured by the camera.

18.457

Became Imperials.

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01 The challenge

Turning the shop window into an interactive magnet

In outdoor advertising, Plaza de Callao is the quintessential Madrid reference: a hyper-congested space where dozens of brands compete for the attention of pedestrians. Traditional formats —tents, billboards, static shop windows, digital screens— have occupied the square for decades, and the visitor has learned to ignore them. With the premiere of the latest Star Wars installment just around the corner, Disney and El Corte Inglés, together with the agency AndTonic, wanted to activate the street in a different way, capable of stopping the passerby, turning them into the protagonist and multiplying the organic impact on social media without relying on purely static content.

02 The solution

An Augmented Reality shop window as a portal to the Star Wars universe

The solution is the Star Wars AR Photocall, an interactive Augmented Reality shop window where anyone approaching El Corte Inglés's window in Callao saw the most characteristic elements of the Star Wars universe —imperial helmets, lightsabers and other icons of the saga— overlaid on their own reflection in real time. The experience captures passers-by, turns them for a few seconds into the protagonist of the story and gives them an impossible image to photograph. A project that attracted tens of thousands of passers-by during the campaign and was nominated for several DOOH outdoor advertising awards, setting a benchmark for brand activation at the point of sale.

Next step

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Key learnings

What this case teaches the sector.

Seeing yourself transformed is the most powerful advertising hook.

It is estimated that the pedestrian looks at a banner for just two seconds. A display that returns its own reflection transformed into a character from the brand universe reverses that dynamic: the pedestrian does not look, they stay. Conventional advertising interrupts; Augmented Reality transforms.

The passerby becomes the best organic amplifier of the campaign.

When someone is transformed into a character from the Star Wars universe on the most iconic window in Madrid, they pull out their mobile phone, record the moment and share it. The pedestrian themselves becomes the most effective vector of dissemination for the campaign, generating massive organic reach at no incremental cost to the brand.

73,243 smiles are marketing's most honest emotional metric.

Behind every impression, click or reach figure there's a number. Behind a captured smile there's a real emotion. When a brand activation captures 73,243 measurable smiles, it stops selling abstract impact and starts selling verifiable emotional bonding between the public and the brand.

The shop window becomes the big city's new interactive medium.

Large urban shop windows are historic advertising spaces that many brands still use statically. Turning them into interactive Augmented Reality interfaces brings them up to date for today's consumer, setting a new standard for outdoor advertising where the brand doesn't display itself: it talks with the pedestrian.

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