Innovative "C the Treasure" app launches
Project based on augmented reality to create experiences for the city centre
On Thursday, 23 November, a new app will be launched that allows users to discover Chemnitz city centre in a new way. With "C the Treasure", users can move through Chemnitz city centre with a mobile device, collect "jewels" and receive rewards that lead them to participating partners such as retailers, restaurateurs and service providers, thus creating incentives to buy. The project, entitled "Augmented Reality - Experiences for Chemnitz city centre", was officially presented today at Galeria Kaufhof.
The innovative concept combines digital and analogue elements. The newly developed app is intended to help support bricks-and-mortar retailers, restaurants and service providers as well as other local institutions. Users are guided through the streets, rooms or shops of Chemnitz city centre in a playful way via placed jewel trails, whereby less frequented areas are also brought into focus.
Modifications and game modes make it possible to constantly attract new attention. Local stakeholders benefit from possible increases in footfall and can activate new visitor groups through offers and promotions. The application enables versatile use at various event formats, such as the Chemnitz Christmas market, and for marketing certain city centre districts or shopping streets.
The aim is for users to become more aware of shops, facilities and institutions as well as their product ranges and offers. At the same time, targeted campaigns are intended to strengthen areas with lower footfall.
Florian Hegewald, project coordinator from the City of Chemnitz's business division, emphasises: "In cooperation with the City of Chemnitz, a concrete SmartCity project relating to retail, gastronomy and service providers is to be implemented, which will contribute to the holistic development of Chemnitz city centre and its multifunctionality."
The project is being financed by the prize money from the competition "20 years of 'Ab in die Mitte! Strengthening networks - shaping transformation". Last year, the project was awarded 3rd place as well as the special "Retail" prize from the Saxon Ministry of Economics, Labour and Transport (SMWA), winning a total of 22,000 euros.
The project was developed by the Chemnitz agency Dschoy in collaboration with the city of Chemnitz. Other partners are Sven Hertwig, location coordinator of Rathaus Passagen and Rosenhof, Jörg Knöfel, centre manager of Galerie Roter Turm, Torsten Dunkelmann, branch manager of Galeria Kaufhof Chemnitz and Sylvia Stölzel, location coordinator of the ChemnitzCity initiative.