Mobile Theatre - June 17th, 10:30-11:00 Long seen as an exciting but somewhat gimmicky technology, a step-change in Augmented Reality has brought Dulux consumers a step closer to experiencing what their room would look like in any colour before buying the paint. Learn how the brand launched this in over 30 markets on the same day.

1. Paint the town red (or any colour you like) with
Augmented Reality
Stewart Longhurst - Global Head of Digital Projects
@SELonghurst

2. In case you don’t know who we are…

3. Successful innovation is often down to timing
A head-mounted
computer that looks like
a pair of glasses and
responds to audio
prompts.
Prototype of the
Dyson Halo (2001-3)
WIRED [JUN 2014]

4. Ours was a similar story
2006:
Exploring ways to give
consumers an easy way to
visualize a wall size area of paint
colour using their own camera
phone.

5. So what’s the big deal about visualization?
3m UK households give up
on painting projects
Visualization is key to
colour decision for all but
the most creatively
confident
£200m+ of abandoned
projects

6. Insight-led journey into apps
“Why haven’t we got a
****ing iPhone app?”
AkzoNobel Senior Executive, 2010

7. Everyone has an idea for the app…
…prioritisation of
features is vital to
maintain usability

8. Combination of talents
Brand
UXTech
Talent
Triangle

9. Contextual user research
“If I told you
that Dulux has
an app, what
would you
expect it to
do?”
“How would
this help you
with
decorating
your house?”“What
challenges are
you facing
when
decorating?”
Testing with
prototypes
Using photos of rooms
that participants wanted
to redecorate

10. Dulux Visualizer user interface design mantra

11. Global dimension vs Local variation
Create
Once
Deliver
Everywhere
40+ markets40+ markets
25 brands25 brands
18+ languages18+ languages

12. Where does Augmented Reality come in?

13. The Dulux Visualizer Challenge

14. Let’s see the result!

15. Global, simultaneous launch
30 markets (same name everywhere)
14th MAY 2014
Make a big noise!
Initial launch plan

16. What would success look like?
DOWNLOAD
TARGET
=
HOUSEHOLDS
PENETRATION
OF
DECORATING
x 10%
SMARTPHONE
PENETRATION

17. Support markets with globally created assets

18. A warm reception from the Apple community
:)

19. Android users are harder to please(

21. Stewart Longhurst
@SELonghurst
App Credits
poweredbystring.com tessella.com webcredible.com
Thank you – any questions?