Case Study: MKGI Dubai UAE Campaign – AR Collector Cards Microsite

Māori Kiwifruit Growers Dubai UAE Campaign

For the MKGI Dubai UAE Campaign, Guerrilla Media Agency collaborated with RUN and iSPARX™ to deliver the “Legends of Aotearoa New Zealand” AR Collector Cards promotion. The campaign featured a custom-built microsite to support a retail giveaway of augmented reality cards packaged inside Zespri Kiwifruit and Dazzle Apples 1kg pouches .

The microsite served as the central hub for campaign information, including FAQs, collection lists, and details on ultra-rare gold holographic cards. Integration of AR+IQ™ technology allowed users to view and interact with card content in augmented reality, creating a richer and more engaging experience for customers.

The project demonstrated:

• Seamless retail integration - AR content was embedded directly in product packaging.

• Scalable content delivery - a single microsite supported multiple regions and languages.

• Gamified engagement - collectible sets, rarity mechanics, and real-time user interaction boosted customer participation.

This activation not only drives product sales but also showcase’s how AR storytelling can enhance brand campaigns and connect cultural narratives to a global audience.

RUN is “a Māori-owned, globally awarded, advertising and design agency. Our ethos is simple — we not only believe creativity can solve your organisation's problems, but it can make your brand loveable and shareable.”