The document proposes an augmented reality activation at a mall to promote Pears Soft and Fresh soap. It would transform mother-daughter pairs into princesses using AR to experience a "magic touch". The activation was carried out, transforming over 800 pairs into princesses. A questionnaire found high awareness of the brand and positive experience. While the activation was successful, the cost per participant was high at ₹1,937. Conducting it across multiple locations could reduce the cost per reach.

1. Pears Soft and Fresh
Mall Activation
Submitted By:
Gaurav Garg
Birla Institute of Management Technology
SUBMITTED TO:
Mr Mrunmay Mehta
Brand Manager
(Premium Skin Care)
HUL Mumbai

2. Introduction:
 To get LSM 8+ Mother-daughter Pair to experience an on ground activity to
increase the awareness about the Pears soft and fresh by the medium of
augmented reality in which they are transformed into princess.

3. Single most important point to
communicate
 Just like a magic touch transforms Cinderella, a touch of Pears S&F keeps you
fresh & your skin hydrated to look young & beautiful even during summers

4. Practical Considerations for Execution:
 To be done in a place which has high frequency of mother –daughter visitors
 Setup should be premium and grand

5. What people think v/s do
Current Desired
Think - I am not really sure what pears soft and
fresh is?
- I need fresh benefit for summers
- I know that pears soft and
fresh keeps the skin fresh and
moisturized even in summers
Do - I have never tried pears soft and fresh - I will try pears soft and fresh
- I use Dettol cool for summers - I will buy pears soft and fresh
instead of Dettol cool

6. Digital v/s On ground
 Initially it was decided to conduct an on ground activity and shoot the activity
to promote it on digital
 The ideas didn’t had a brand connect
 Later it was decided that instead of promoting and creating a buzz online , an
on ground buzz creating activity should be done.

7. Ideas
Many ideas were taken into consideration namely :
 Every Mother A Pears Cinderella
Daughter is blindfolded and 6 different women are made to stand in queue . Daughter
has to identify her mother by touching her cheeks. Expected Reach 200 pairs. This was
a replication of the dove experiment and hence was discarded.
Budget – 6 Lakhs
 Princess Buzzer :
The target group has to press the buzzer which activates the activity. Many random
things including giving royal treatment to mother and daughter , a musical parade
surrounding tg etc happens . Expected reach 100 pairs
This idea was good to put on digital media.
Budget : 10 Lakhs

8.  Pears Castle
A castle made of ice where mother and daughter will be pampered unlike in a
spa. Expected outreach 200 pairs
Budget : 12 lakh
 Digital Augmented reality
In this activity mother and daughter will be transformed into a princess virtually.
The activity will be conducted at a location with high crowd intensity (like mall)
expected outreach 400 pairs
Budget 15 Lakh

9. What we did?
 We did an on ground execution to increase awareness about the pears soft
and fresh among people by providing a magical experience to mother and
daughter by the medium of augmented reality in which they were
transformed into princess.

10.  The pears princess AR activity was chosen because :
 The technology is new
 More number of people can experience the activity.
 It is Interactive
 We could convey the message about the brand connectivity with summers
easily
 It attracted people
 The same software can be used multiple times to perform the activity at
multiple locations

11. Where we did the activation?
 We did the activity at Infinity-2 mall Malad Mumbai
 The activity was carried out for two days.
 Days chosen were Saturday and Sunday as on weekends there is high
frequency of crowd

12. We made mother and daughter stand in front of the large screen
The Activity

13.  To bring the summer connect we induced the sun element
 As soon the soap bar comes in front of screen the sun fades away

14.  To show the transparency of the bar we induced a bar on screen and the TG can see themselves
from behind the bar

15.  Now the Augmented Reality activity starts
 The mother is asked to raise her right hand
 As soon as she raises her right hand virtual princess dress appears on her at
the screen
 Then the daughter is asked to raise her right hand
 Cinderella dress appears on her at the screen
 Then the mother is asked to choose the dress for her daughter by hand
gesture
 Then the necklace
 And finally tiara

16.  Fully dressed in princess attire mother daughter’s pic is clicked
 As a souvenir the hard copy of the pic along with the pears hamper is given to
the participant.
 The TG were asked to fill a form for spont analysis and share the picture
online.

18. AR Pears- Cinderella
One Location
Multiple Location
(in Mumbai)
Multiple Location
(outside Mumbai)
Fixed Cost 8 lakhs---- ----
Variable Cost 7 lakhs 4Lakhs 5 Lakhs
TOTAL 15 Lakhs 4 Lakhs 5 Lakhs

19. Reach at infinity 2
Number of TG participated 800
Total 800

20. Cost per reach
Total cost (setup+execution+hampers) 1550000
Total no of participants 8000
Cost per reach 1937

21. Comparison of Cost of execution at one
and multiple locations.
Infinity mall Ghatkopar Indore At 10 Diff locations
Fixed cost 8
Variable cost 4 5 2 20
Footfalls 800 1200 350 3500
CPC 1500 850 808.5106383 666.6666667

22. Cost per reach without fixed cost and with
prior announcements (Within Mumbai)
The number of pairs taking part is 1000 .
The total cost varies depending on location

Total cost (setup+execution+hampers) 350000
Total no of participants 2000
Cost per reach 175

23. Findings
 The cost per reach varies with number of participants and location.
 With increase in participants the cost per reach goes down and
 It goes up if the activity is performed at a prime location and vice versa

24. Questionnaire for spont awareness
 Have you heard about Pears soft and fresh?
 Would you recommend to your family & friends?
 How does it affect your skin ?
 Are you aware about the activity ?
 How was the overall Experience

25. Response
Have you heard about pears soft and
fresh?
Would you recommend pears soft and
fresh to your family & friends
Are you aware about the activity
(random people)
Yes 95% 90% 95%
No 5% 10% 5%

26.  When asked how does it affects your skin?
 80% replied it softens the skin and gives refreshing feel
 10% said it smoothens the skin
 Another 10 % said it moisturizes the skin

27.  When asked how was the overall experience ?
 99% of people said that they had an amazing experience and want such
activity to happen in future again.
 1% of people had trouble understanding the technology.

28. Recommendations
 Considering the activity to be a pilot project
 Overall it gave amazing experience to people
 The cost of reach is very high (approx. 1900/person)
 To reduce the cost of reach the entire activity can be replicated multiple
times at multiple locations across country.
 The fixed cost will be same and execution cost has to be paid.

29.  Without any form of publicity we were able to reach approx. 1000 people .
 If the publicity of the event is done internally in the mall many more number
of people can take part in the activity. This form of publicity would be cost
effective in comparison to digital or print.
 With the increase in number of participants the cost per reach comes down.
 Even after replicating the activity at multiple locations the CPC is fairly high
though the activity is good for brand building.

30. Pictures of the event

32. Thank You