1) The document discusses using augmented reality (AR) technology with Andrex packaging to surprise shoppers and consumers. 2) By scanning triggers on Andrex packs, users could bring the brand's CGI puppy character to life through their device cameras. 3) This would add value to each pack and drive in-store disruption, product collection incentives, and bespoke retailer promotions.

1. Andrex: Using new technology to
breakthrough
Text & Visuals for Sales Conference

2. Making new technology work for Andrex
• Technology provides us with the opportunity to surprise shoppers and consumers
with something that they haven’t seen before
• Reinforces Andrex as a market leader that embraces technical innovation
• Everyone has heard about Augmented Reality (AR) – to date no major FMCG brand
has harnessed the potential in a way that connects with all of their consumers
• The Andrex CGI puppy is perfect for AR, and these slides give examples of how it
can be used to breakthrough by:
- Adding value to every pack
- Disrupting the shopper in-store
- Generating kiddie-power, and in-home visibility
- Bespoke retailer activity
- Supporting retailer initiatives
- Driving an individual product line
- Supporting Puppy Points

3. How would it work?
• Shoppers / consumers download the App to their phone, iPad or computer
• Device must have a built in camera or webcam
• Camera is then pointed at a TRIGGER symbol that it has been programmed to
recognise
• This triggers a 3D sequence to appear on the screen, as if it is really there in the
camera view
• When the user moves the camera or trigger object the perspective on the 3D
animation changes allowing a realistic 360 degree view
• This demo is has only been produced to give an idea, if the campaign goes live
a whole range of new sequences will be developed

4. LIVE DEMO
• App has been loaded onto a iPad
• iPad is pointed at the Andrex logo on the front of a standard pack
• Puppy comes to life
• Experiment with the perspective that you can get on the puppy by changing the
angle of the camera

5. Breakthrough with the unexpected
• Use AR to add value to every pack
• Offer shoppers / consumers AR puppies to collect & play with
• Up to 8 unique puppies to collect
• Puppies each perform a different sequence that shows their individual character
• Different trigger symbols for each puppy (see pack visual)
• Any 2 trigger symbols scanned at the same time
will trigger a sequence where the puppies play with
each other. EG one has a ball  they both play with
the ball (see demo video of Star Wars characters,
by clicking link below)
http://www.youtube.com/watch?v=RPEmBadE-bY

6. Recognising the trigger on pack – generic
• Underlying message  Scan the pack & bring the puppies to life  Collect & Play

7. Recognising the trigger on pack – generic
• Reverse, shows numbered trigger symbols
• Collect all 8 to enter prize draw, or receive a reward
Marker on
reverse
Reward
could link to
Puppy Points

8. Disruption in-store
• If Tesco introduce wireless broadband in-store, consumers can pick up a pack and
play with the puppies at POP

9. Disruption in-store – Retailer tailormade
• Screens can also promote retailer’s
bespoke promotion:
• Shopper buys any pack in-store or
online
• Code printed on receipt to be
entered online
• Marker downloaded & scanned to
reveal if a prize has been won
• Prizes awarded in random sequence

10. Digital Shopper – bespoke promotions

11. Be different & surprise  Breakthrough
• Seamless integration with TV advertising
• Works across multi-platforms
• Offers unlimited flexibility to tailor to retailers and particular product lines
• Once set up, cost effective to refresh and evolve
• Innovative mechanics  innovative brand
• Fun & engaging for shoppers and their families, giving an on-going brand presence
in the home