1. Case Study – FMCG, Print
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
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2. Case Study – FMCG, Print
 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
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