Social Impact Marketing for Santander Bank in Boston

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Immersive initiative helps an overlooked segment of society

The goal was to create awareness and empathy for people classified as working homeless, individuals with jobs, although without stable living situations - often sleeping overnight in their car or crashing at different houses each night.

The strategic immersive AR video experience titled "In Someone Else's Shoes" brings the public into the lives of working homeless, sharing the circumstances and obstacles they face each day.

Beyond raising awareness, once people experienced the AR brand installation, they were invited to install a pedometer app to track their steps in which Santander Bank donates $10 for every mile people walk "In Someone Else's Shoes".

The money raised via the app donated to a nonprofit organization Heading Home, which specializes in helping the working homeless find permanent housing in Boston.

ALT TERRAIN supported MediaMonks and Arnold agencies which conceived and produced the AR marketing campaign.

ALT TERRAIN secured city event marketing permits for Copley Square and Greenway, plus onsite experiential management to ensure all goes smoothly.

ALT TERRAIN staffed the immersive AR marketing activation with 24 well-trained brand ambassadors to invite and engage the public.