Epsilon – MAD//Fest London | Solarflare Studio

// services

Interactive Installation

Experiential Design

Real-Time Visuals

WebAR DeLorean customisation experience Solarflare built for Epsilon at MAD//Fest London 2024. Visitors scanned a QR code and customised a virtual DeLorean in browser-based AR. No app required.

A DeLorean in a browser

MAD//Fest London is a marketing industry event where the stands are competing for the attention of people who build stands for a living. Epsilon needed an activation that would cut through in that environment and communicate their data and personalisation capabilities in a way that was felt rather than explained. We built a WebAR DeLorean customisation experience that visitors accessed by scanning a QR code on their phone, with no app download at any point in the flow.The DeLorean was a deliberate choice: a vehicle so culturally embedded that it carries its own associations before anyone interacts with it, but one whose iconography is flexible enough to take customisation without losing its identity. Epsilon's brand positioning around making every customer interaction feel personal was legible in the experience itself.

No-app WebAR at an industry event

The decision to build in WebAR rather than a native app was both technical and strategic. At a festival environment, asking attendees to download an app is a significant ask: the competing demands on their attention are high, connectivity is variable, and the conversion from scan to download to open is never clean. WebAR runs in the browser. Scan, load, interact. The friction reduction is measurable in engagement rate.For an audience of marketing professionals, the zero-friction delivery was also a product demonstration. Epsilon's pitch is about removing obstacles between brands and their customers. An experience that removes every obstacle between the invitation and the interaction makes that pitch concrete without a single slide.

Customisation as platform proof

The customisation mechanics let visitors change the DeLorean's colour, livery, and configuration details in AR, seeing the result in their physical environment in real time. We built the interaction to be completable in under two minutes, which matched the expected dwell time at a busy festival stand. The share mechanic at the end of the flow extended the activation beyond the physical space, putting customised DeLoreans on LinkedIn and Instagram across the festival day.For Epsilon, the ROI case for a stand activation of this kind rests on two things: quality of engagement with decision-makers during the event, and the brand impressions generated by social sharing after it. We built both into the experience from the start, rather than treating the share mechanic as an afterthought.

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