Augmented reality and Virtual Reality are engaging tools that can bring brands to life in the hands, hearts and minds of customers. We have delivered many tools for launches, exhibitions as sales tools. To be more than a gimmick the content and change in customer behaviour needs to be carefully planned. In our development process, we first analyse the desired change in behaviour and diagnose the elements of behaviour that need to be affected to create change. We provide a comprehensive change strategy that AR and VR tools are part of.