Tourism Campaign Branded AR Filter Requirements in Singapore

A tourism campaign branded AR filter needs more than an attractive visual idea. It needs a requirements brief that connects the campaign objective, visitor context, selected platform, creative assets, technical constraints and launch operations. Without that shared definition, teams may approve the concept while holding different expectations about how the finished experience should behave.

This guide is for Singapore tourism marketers, destination partners and agencies preparing to procure or commission an AR filter. It focuses on requirements that can be reviewed and tested. Get Out! Events and GO Labs can help scope and deliver the experience, with final technical outcomes depending on the agreed brief, platform rules, supplied assets and selected production tools.

Start with the tourism outcome

Write one primary visitor action before discussing effects or animation. The action might be recording a destination-themed clip, placing a campaign character in the surroundings, trying a cultural motif or sharing a visit with friends. Avoid combining several unrelated interactions unless each one supports the same campaign outcome.

Define the intended audience and usage setting. A visitor outdoors at a landmark has different lighting, connectivity and attention constraints from someone discovering the campaign at home. State whether the experience is primarily for pre-trip inspiration, on-site participation or post-visit sharing. This decision affects the interaction length, instructions and test environments.

Define the functional requirements

A functional requirement describes observable behaviour rather than a visual preference. Use clear statements that designers, developers and reviewers can interpret consistently.

• Entry: Specify how visitors reach the effect, such as a campaign page, QR code, social post or platform effect link.
• Activation: Define whether the experience starts automatically or requires a tap, gesture, facial action or camera movement.
• Tracking: Identify whether the concept depends on face, hand, body, surface or world tracking, subject to platform support.
• Interaction: Describe every visitor input and the expected response, including reset and retry behaviour.
• Capture: State whether the intended output is a photograph, video or both, and whether audio is essential.
• Exit: Explain what visitors should do after capture without assuming that every platform permits the same onward journey.

For broader service context, review the tourism campaign branded AR filter overview. Keep the requirements document specific to this campaign rather than copying a generic feature list.

Set creative and brand boundaries

List the approved logo variants, campaign marks, colours, fonts, character assets, destination imagery and mandatory attribution. Identify which assets are final and which still require approval. Include safe-area rules so branding does not collide with platform controls, captions or important parts of the visitor’s face.

Provide references for mood and movement, but convert subjective feedback into reviewable criteria. “Energetic” could mean a short reveal, brighter motion and responsive particles. “Premium” might require restrained movement, controlled colour and clear typography. Also state what must not appear, including unlicensed landmarks, inaccurate cultural representations or visual treatments that conflict with destination guidelines.

Record dependencies before production

The delivery plan should name dependencies, owners and due dates. Typical dependencies include brand files, campaign copy, translations, music rights, legal review, destination approvals, platform account access and publishing permissions. If QR codes or printed placements are involved, confirm the final destination link and change-control process before artwork is released.

Platform policies, effect formats and publishing availability can change. The brief should therefore identify the selected channel and any fallback required if review, compatibility or distribution conditions change. A fallback might be a revised interaction, an alternate campaign asset or a different visitor journey, depending on feasibility and approval.

Include accessibility requirements

AR is highly visual, but the surrounding journey can still reduce unnecessary barriers. Do not rely on colour alone to explain an action. Keep instructions short, legible and visible long enough to read. Avoid rapid flashing, excessive motion and interactions that require precise movement unless they are essential to the concept.

Specify whether sound is optional and whether the experience remains understandable when a device is muted. Provide plain-language campaign instructions outside the filter where practical. Test text contrast and positioning across representative backgrounds, while recognising that live camera scenes cannot provide perfectly controlled contrast.

Build a representative test plan

Testing should reflect actual tourism use, not only ideal studio conditions. Agree on the supported device and operating-system range based on the selected platform, then choose representative devices for acceptance testing.

1. Open the experience through every planned entry route and confirm that links and QR codes lead to the approved destination.
2. Test first-time use, repeat use, permission prompts, interrupted loading and recovery after the app is backgrounded.
3. Check tracking in bright daylight, indoor lighting, low light, visually busy locations and against different skin tones or clothing where relevant.
4. Test one person, multiple people and no detectable subject, based on the intended tracking mode.
5. Confirm that instructions, logos and campaign elements remain readable without obscuring key facial or destination details.
6. Capture each supported media format and review the saved result for framing, audio, animation timing and brand placement.
7. Test the experience with sound muted and with reduced-motion considerations reflected where the platform and agreed design allow.
8. Verify campaign copy, translations, destination names and required attribution against approved source material.

Document the device, software version, test condition, expected result, actual result and evidence for every issue. Assign severity and an owner so launch decisions do not depend on an unstructured message thread.

Write measurable acceptance criteria

Acceptance criteria should describe what reviewers can observe. Examples include: the effect opens from the approved campaign link; the primary interaction can be completed without undocumented steps; approved branding appears within agreed safe areas; capture output matches the signed-off layout; and no unresolved launch-blocking defects remain.

Define who can accept creative, technical and campaign-copy changes. Also define defect categories. A launch blocker might prevent opening, interaction or capture. A major defect might materially damage the brand experience on a supported device. Minor visual differences may be acceptable when caused by documented platform or device variation.

Requirements checklist for buyers

• Campaign objective and primary visitor action
• Audience, market, language and usage setting
• Selected platform and intended entry routes
• Tracking, interaction and capture requirements
• Approved assets, copy and cultural review boundaries
• Supported-device assumptions and fallback approach
• Accessibility and muted-use expectations
• Test devices, environments and evidence format
• Acceptance authority and defect classifications
• Publishing access, approval dependencies and launch date
• Post-launch monitoring owner and issue-escalation route

Use this checklist when comparing proposals. Ask each supplier to identify assumptions, exclusions and platform dependencies rather than treating every desired feature as confirmed. A disciplined brief gives creative teams room to design while making delivery and approval decisions considerably clearer.