Case Study – FMCG, Print

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Dove – Mobile Hair care

• Dove wanted consumers to experience the benefits of Dove Damage Therapy hair care product line.

• FMCG brands typically fall back on activation that may potentially miss-out on some of the target group.

• While print advertising on national dailies delivers exposure, brand was challenged to convert this exposure into measureable engagements.

Print ads carried a ‘call for action’ that enabled them to experience the therapy on mobile phone.

Using Augmented Reality delivered through POINT, consumers could view videos on hair care by capturing the ‘Dove damage therapy’ logo.

Information on benefits of Dove therapy was delivered in the form of Dove Hair care video.

1,800+ demos were achieved on a single day. More than 75% of the requests were from non-smart

phones 80% of the requests were between 8 AM to 10 AM,

demonstrating high levels of impulsive engagement

Case Study – FMCG, Print

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First logo-based video delivery campaign

A high touch FMCG product can leverage POINT to derive benefits of experiential marketing from print spend.

A clear ‘call for action’ and ‘innovative engagement’ can expand the brand communiqué