Social AR Installations
Category Augmented Reality
Date December, 2011
Client sunburn
The Colgate-Palmolive Company is an American multinational consumer products company focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products. Colgate is also No.1 toothbrush and toothpaste brand in India with a range of products for oral care, personal care, home care and professional oral care.
Challenge
Colgate was launching their mouthwash/mouth rinsing product “Plax” in India. Colgate wanted to gather young brigade and educate them the importance of mouth rinsing after meals and also promote their product. Also, they wanted to gather maximum youth around their sampling station in Sunburn – Goa.
Solution
Experiencious was very well aware of the fact that Sunburn is one the most craziest and most awaited EDM (electronic dance music) of not only India, but of Asia. Goa being the party capital of the country will witness maximum youth coming in during Sunburn. Experiencious proposed a very innovative idea of an AR installation. Experiencious created Biometric Sensing based Augmented Reality installation for the Launch of Colgate Plax. Sunburn participants who pass by the AR installation can see their pictures with augmented graphics. The participants can capture the pictures of theircandid moments using fingerprints and upload them on Facebook. The real time digital experience not only helped Colgate Plax go viral, but also made youth understand the importance of mouth rinsing after meal. Experiencious made walking by youth active participants. The entire campaign had Colgate Plax branding. Experiencious also carried the same campaign at Mood Indigo, IIT – Mumbai, which is one of the biggest college festival in Asia. The application was same, but instead of Biometric Sensing, RFID technology was used.
Result
The innovative campaign helped Colgate to achieve its objective of promoting Plax by educating youth about the importance of mouth rinsing. The campaign went viral, thereby making Colgate Plax also go viral into the Indian market. The brand witnessed deep penetration into the Indian youth. The Augmented Experience increased the fan following of Colgate Plan.