Boots Opticians WebAR

The task

Boots Opticians sends out thousands of letters each week to customers due for an eye test appointment. They were interested in looking at ways to boost response rates to those reminder letters, while also educating customers on the importance of regular eye checks and providing information on what to expect from an eye test – and they wanted to do it in a way that had impact. Their agency, Paragon, came to us to see how we could use immersive technology to achieve Boots' goals.

The process

Working closely with Boots, we designed a seamless user experience that leveraged augmented reality (AR) to educate customers about eye health. Through a combination of 3D modelling, motion capture, voiceover recording and animation, we brought a 3D Boots Opticians character – Billie – to life. By simply scanning a QR code on the letter, customers could interact with Billie in AR as she talks them through key information and offers essential reassurance.

Serving as a friendly virtual guide, Billie first raises awareness about the importance of regular eye tests and then explains what to expect during an eye test appointment. Supporting 3D visuals appear around Billie as she speaks, helping to illustrate the information and demonstrate the types of equipment that may be used – putting customers at ease.

The experience also offers customers the opportunity to explore more detailed information about advanced eye health and provides direct access to Boots' online booking system for easy appointment scheduling.

The outcome

Built using Zappar's Universal AR tool and integrated with Google Analytics, the system gives Boots access to a comprehensive dashboard, allowing them to track engagement and conversions to assess the effectiveness of the augmented reality activation.

Launched in September 2024, the initial response to the AR experience has been positive. This activation showcases the potential of augmented reality to connect brands with their customers, while adding an extra layer of depth and interactivity to more traditional printed marketing collateral – driving its overall impact.