In the world of fast-moving consumer goods, brands that embrace immersive technology often steal the spotlight. This was no exception for Closeup—a Unilever brand that sparked digital enchantment through an Augmented Reality (AR) experience wrapped around their Valentine’s Day campaign. Designed to charm Gen Z with mystic love fortunes and emotional storytelling, this case study highlights how Closeup merged physical packaging with personalization, resulting in a delightful blend of technology and romance.
Campaign Snapshot: Closeup AR Packaging
Timeline: November 2024 – February 2025
Platform: Blippar WebAR
Scope: UX Design, WebAR, Secure Data Collection, Mobile Compatibility
Deliverables:
- Target-tracked AR via Closeup logo
- Custom fortune quizzes
- Personalized zodiac fortune for singles and couples
- Downloadable long-form fortune PDFs
- Extensive QA across iOS/Android
Setting the Stage: A New Kind of Valentine
Unilever’s brief was simple, yet bold: “Create a magical, on-pack experience that works every time.” With Valentine’s Day around the corner, they wanted something beyond a standard campaign. Their vision? A love fortune-telling experience for Gen Z that was immersive, easy to access, and entirely digital.
The result was a Closeup AR Packaging experience that transformed limited-edition packs into interactive gateways to personalized love readings—no app downloads, no complicated steps, just instant fun.
The AR Experience: Love in Every Scan
From Shelf to Mystic Screen: The Consumer Journey
- Purchase – Consumers picked up the limited-edition Closeup Valentine’s pack.
- Scan – Using their phone, they scanned the Closeup logo directly—no app required.
- Mystic Curtain Animation – A short, 10-second AR reveal animation kicked off the experience.
- Quiz Prompts – Users answered four quick questions: age range, gender, zodiac sign, and relationship status.
- Fortune Unlocked – Depending on their answers, they received a unique love fortune—either as an individual zodiac insight or a “love map” compatibility reading for couples.
- Deeper Dive – Users could opt in to receive a long-form fortune card PDF after completing a personalized HTML form.
What Made It Work
- Instant Access via WebAR – No downloads, no friction—just scan and start.
- Emotive UX Design – Heart-themed animations and a mobile-first interface created a seamless and playful user journey.
- Personalization – Real-time zodiac readings made each interaction feel meaningful and unique.
- Secure Data Handling – All user inputs and optional form submissions were securely routed to a backend system.
- Localized & Scalable – The system was designed to perform consistently across network types and mobile devices.
Tech in Action: Behind the Scenes of the Closeup AR Packaging
The experience was powered by Blippar’s WebAR engine, allowing target tracking of the Closeup logo. Once triggered, users were guided through an animation and a short quiz, all within a mobile browser. The backend then generated a personalized fortune and, if desired, a downloadable PDF card.
Key Implementation Highlights:
- Integration of custom 2D/3D assets and particle animations
- Seamless UI optimized for touch gestures
- Real-time form handling and dynamic PDF generation
- Cross-device QA testing for a consistent experience
- API health monitoring and backend support
Design Philosophy: Short, Sweet, and Mystic
The Closeup campaign proves that even simple interactions can be deeply engaging. Rather than overloading users with content or steps, it focused on:
- Fast engagement (under 1 minute from scan to fortune)
- Visual storytelling through animations and theme consistency
- Emotional triggers using zodiac archetypes and relationship relevance
Simplified Experience, Amplified Impact
The removal of typical AR features like photo capture didn’t limit this campaign—it streamlined it. By focusing solely on personalized content delivery and frictionless access, Closeup ensured that more users completed the experience and remembered it.
Mekongverse’s Role in the Magic
As the creative and technical team behind the experience, Mekongverse managed everything from UX design and AR development to backend logic and testing. Our priority was to maintain brand integrity, user trust, and technical excellence—delivering a turnkey solution that balanced creative and commercial goals.
Quick Overview: Closeup AR Packaging Experience
| Step | Action Taken | Result |
|---|---|---|
| Buy | Consumer buys limited-edition pack | Unlock campaign via AR scan |
| Scan | Logo recognition triggers WebAR | Starts animation + user quiz |
| Quiz | 4 simple prompts | Builds a personalized love fortune |
| PDF Opt-In | HTML form for extended content | User receives downloadable fortune card |
FAQs
What is the Closeup AR Packaging campaign?
It’s a WebAR-based Valentine’s Day campaign that lets users scan Closeup packaging to receive personalized love fortunes based on zodiac signs.
Do I need to download an app?
No. The experience works directly in your phone’s browser, thanks to Blippar’s WebAR tech.
What kind of personalization does it include?
The AR experience tailors love predictions based on your zodiac sign, relationship status, and age range.
Was there any photo or selfie feature included?
No. The campaign focused purely on delivering personalized fortune content without photo capture.
Is my data secure if I submit the form?
Yes. All data collected via optional form submissions was securely routed and protected.
Can couples use it too?
Absolutely! Couples could input both zodiac signs to receive a compatibility “love map.”
See the Campaign in Action
To explore the full visual story and design process behind Closeup’s AR packaging, check out the Behance case study here:
👉 https://www.behance.net/gallery/226284153/CloseUps-Fortune-Tellers
Final Thoughts: What Closeup Taught Us About AR Packaging
The Closeup AR Packaging campaign redefined how FMCG brands can think about customer engagement. By embedding a personalized, emotional experience into a tube of toothpaste, Closeup connected with consumers far beyond the purchase point.
It’s a compelling case of how AR can be meaningful without being complex—and how storytelling, personalization, and mobile-first design can elevate even everyday products into moments of joy.
Interested in Launching AR Packaging for Your Brand?
If you’re a brand or agency looking to integrate Augmented Reality into your product packaging, we’ve prepared a tailored proposal to help you get started. Learn how we can help craft your own immersive AR experience:
👉 View AR Packaging Proposal
