Augmented Reality Mugs
Philips Taiwan
Issue 25 | December 2012
Agency
OgilvyAction Taipei
Creative Team
Regional Executive Creative Director (Asia Pacific): Daniel Comar Deputy Regional ECD: Juggi Ramakrishnan Creative Director: Chyi Lin Assistant Art Director: James Lei Designer: Alex Noble, Kenny Foo, Fong Wei Kit
Production Team
Production: Jack Wu, Peggy Chou
Other Credits
Group Account Director: Julia Ou Associate Account Director: Vincent Chang Account Executive: Joanne Mei
Background
Over 73% of Taiwanese men prefer the clean-shaven look to any type of beard and stubble. So, if Phillips was to increase penetration of their Grooming Kits, they were going to have to initiate more men in the art of facial hair.
The budget was small though the ambition to encourage trial was not.
Idea
Young men were targeted at popular salons when they were having their hair cut.
First, the salon capes featured an arm holding a Phillips trimmer. Second, men’s magazines were bookmarked to highlight famous whiskers. And, finally, refreshments were brought to the targets in transparent mugs on which were printed various types of moustache.
As they drank, they could see in the mirror how they would look with a ‘tache.
From reality to augmented reality just by bringing the mug up to their mouths.
The stylists provided encouragement and the coasters for the mugs turned out to be coupons offering 50% off a new Phillips Grooming Kit at any home appliances store.
Results
The campaign clearly leveraged the most efficient opportunity for education and trial. Based on post-exposure 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. 25% of all coupons were redeemed leading to an overall sales increase of 46% and the cost per contact being reduced from US$ 64 to US$ 2.
Our Thoughts
This is taking the mickey out of all the clever digital campaigns in Directory 25. And isn’t it hilarious?
If it was just a joke intended for an awards jury or two, it would be briefly amusing but the fact it actually persuaded so many young guys to start experimenting with facial hair is extraordinary.
Do see Simon Hathaway’s article on pages xx-xx because this a classic illustration of how shoppers behave differently to consumers. The closer you can get to the brand’s ‘moment of truth’, the more successful your campaign can be. So, while this idea is completely bonkers it is definitely not crazy.