Dove wanted consumers to experience the benefits of its Damage Therapy hair care line. It included a call to action in print ads directing consumers to view informational videos about the therapy by capturing the Dove logo with their phone using augmented reality technology provided by POINT. Over 1,800 demos were achieved on the first day, with most requests coming from non-smartphones and between 8-10 AM, demonstrating high impulsive engagement. The campaign showed that FMCG brands can use augmented reality to provide experiential marketing from print advertising.