AUGMENTED REALITY MUGS

Short List
TitleAUGMENTED REALITY MUGS
BrandPHILIPS
Product / ServiceMALE GROOMING
CategoryB02. Consumer Products
EntrantOGILVY ACTION Taipei, CHINESE TAIPEI
Entrant Company:OGILVY ACTION Taipei, CHINESE TAIPEI
Advertising Agency:OGILVY ACTION Taipei, CHINESE TAIPEI

Credits

Name Company Position
Daniel Comar OgilvyAction Regional Executive Creative Director (Asia Pacific)
Juggi Ramakrishnan Ogilvy Deputy Regional Executive Creative Director
Chyi Lin OgilvyAction Taipei Creative Director
James Lei OgilvyAction Taipei Assistant Art Director
Julia Ou OgilvyAction Taipei Group Account Director
Vincent Chang OgilvyAction Taipei Associate Account Director
Joanne Mei OgilvyAction Taipei Account Executive
Jack Wu OgilvyAction Taipei Production Manager
Peggy Chou OgilvyAction Taipei Production Specialist
Alex Noble OgilvyAction Designer
Kenny Foo OgilvyAction Designer
Fong Wei Kit OgilvyAction Designer
Wendy Yen OgilvyAction Taipei Managing Director

Results and Effectiveness

-The campaign clearly leveraged the most efficient and unexpected environment for education and trial. -Based on the questionnaires and post-interviews, 95% of clean shaved participants enjoyed the experience and changed their mind about growing a beard. -All previous Philips Grooming Kits promotions were outperformed. It delivered a record-breaking 25% of coupon redemption, an overall sales increase of 46%* and the cost per contact was reduced from USD 64 to USD 2**. * Sales data period: 20th.Dec.2011 ~ 31st.Jan.2012 ** The cost per contact of previous campaign executed at department stores on average was USD 64.

Creative Execution

-The salon capes were replaced with custom designed ones, featuring an arm holding a Philips trimmer. -The men magazines were bookmarked to point out famous whiskers. -And the salon beverage was brought in transparent mugs featuring a dozen of different facial hair styles for customers to play with in front of the mirror. -Trained hair stylist provided encouragement and even product demos throughout the visit. -As a parting incentive, the coaster featured a 50% off discount to be redeemed at the nearest home appliances store, often within the same location (in malls).

Insights, Strategy and the Idea

-Insights: Over 73% of Taiwanese men think that grooming is just about cleanness*, preferring a clean-shaven look over any type of beard and stubbles. The hair salon is where men are most receptive to suggestions about their looks and open to try something new. -Strategy: We targeted men at popular hair salons, catching them by surprise. By embedding the experience into the established hair cutting ritual we created a unique opportunity for the brand. -Idea: Low-tech ‘Augmented Reality’ mugs (brought with the salon beverage) allowed men to experience facial hair without inhibitions in a fun and personal way. * Research data source from: Male Shaver Market Understanding, TNS Taiwan, 2010