Spotted! Visa puts on its freshest duds at TIFF

The company is experimenting with augmented reality for the first time as part of its festival activation.
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While the stars at TIFF rock their finest suits and dresses, Visa is allowing passers-by at this year’s Festival Street to play dress-up too — donning cowboy and astronaut outfits.

Its doing so through an interactive OOH display at David Pecaut Square directly across from the Royal Alexandra Theatre. Users can step in front of a monitor and an Xbox One Kinect camera, which will capture and project them onto the monitor. The user can then choose a movie-inspired outfit to be superimposed onto them, capture a photo and purchase it at the booth through the Visa Checkout feature.

The activation is to promote awareness of Visa Checkout, which allows users to make online purchases by logging in, without having to re-enter information.

While Visa has done activations incorporating virtual reality and 360 immersive video, such as its partnership with the CBC for the Rio Olympics, this is its first time experimenting with augmented reality.

Visa’s TIFF activation also includes a second activation to display its touch payment features. The display involves a touch-screen, developed in partnership with Ingenico Group, which can accept Visa payments from cards or from mobile devices using a tap feature. The screen accepts donations of $2 and $5 toward the TIFF Pocket Fund, which helps children access TIFF’s educational programs.

Media and creative were done in-house with some assistance from T1.

The goal of both activations is twofold, said Derek Colfer, head of innovation and technology at Visa Canada — to increase brand awareness with interactive displays while generating transactions right at the booths.

“This is really part of Visa’s whole embracing of the ‘internet of things,’” Colfer told MiC. “For us, anything that connects to the internet.”

The concept, Colfer said, will hopefully soon be used by charities hoping to conduct transactions in public spaces, by embedding the connected screen technology in digital signage.

“If I’m walking down the street and I see the Santa Clauses for the Salvation Army or someone from the Legion selling poppies, but all I have on me is plastic, then I can easily make a donation.”

The activations will be on display until Sept. 18.