There are over 400 expert electronics stores in Germany. Our task was to position the stationary stores as an innovative neighbor in the respective region.

These stores are mostly located in rural areas and small towns. In other words, in less densely populated areas, where the New Year's Eve fireworks were already threatening to become quite poor, because this time many people did without their own fireworks due to inflation. Actually something good. Because conventional fireworks fit less and less into our times: air pollution, waste of money, injuries, panicked domestic and wild animals, house fires - and in recent years even attacks on emergency services. And yet many Germans can't imagine New Year's Eve without fireworks.

We wanted to give these people a gift and at the same time awaken their enthusiasm for what technology can give to them.

The “electric fireworks” is a linear AR experience that you can watch outside at night with your phone. In contrast to existing and rather simple AR apps and filters, which only let normal fireworks appear in AR and yet never really generate enthusiasm, we wanted to create something new. To really use the digital. Fireworks like never before. Like you might have imagined as a child, but it wasn't possible. Fantastic shapes that still look like fireworks - and not like any 3D objects. With a kaleidoscope stretching across the entire night sky. With auroras over German family homes. With a grand finale that ends in millions of sparks that slowly float to the ground around the viewer. Even the composed music and the bangs of the rockets sound more digital. With a complex code that makes the experience possible via website instead of app. And still high-resolution and high-performance.

We wanted to really use the digital possibilities and create fireworks like never before. Like you might have imagined as a child, but it wasn't possible. Fantastic shapes that still look like fireworks - and not like any 3D objects. With a kaleidoscope stretching across the entire night sky. With auroras over German family homes. With a grand finale that ends in millions of sparks that slowly float to the ground around the viewer. Even the composed music and the bangs of the rockets sound more digital. To reach as many people as possible, the platform was not an app but an AR website, which meant a complex programming effort. The link was distributed via paid social media, display banners and on tens of thousands of brochures as a QR code during the Christmas season. The experience had 210,000 views during the campaign period of 4 days (dec 27th - Jan 1st) and saved 1.1 tons of Co2.

Expert is an electronics store chain and it showed how technology can change our traditional behavior. How it can reduce our impact on nature and still leave us with what we love. Surprisingly even better than the conventional way. That was expert's gift and message for the new year to its customers and neighbors.

To reach as many people as possible, the platform was not an app but an AR website, which meant a complex programming effort. The link was distributed via paid social media, display banners and on tens of thousands of brochures as a QR code during the Christmas season. The experience had 210,000 views during the campaign period of 4 days (dec 27th - Jan 1st)

It saved 1.1 tons of Co2. No animals were panicked. No houses set on fire. No people injured.

Expert is an electronics store chain and it showed how technology can change our traditional behavior. How it can reduce our impact on nature and still leave us with what we love. Surprisingly even better than the conventional way. That was expert's gift and message for the new year to its customers.