Case Study on FMCG Brand's Print Ad Campaign using Augmented Reality
1. Case Study – FMCG, Print
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Annapurna – Integrating Health Benefits through AR
• ANNAPURNA, an FMCG brand from UNILEVER
launched its Low Sodium Salt and focused on
spreading awareness among consumers about its
importance rather than immediate return on
investment
• The Target Group was 24 to 35 year old working
women/busy housewives looking for healthy food
for her family while not compromising on
taste/price
• The brand wanted to reach out to its TG in a more
meaningful way & the reach be personal to the
consumers, which was a challenge for the brand to
achieve with traditional media
• To create awareness on the health benefits of Low
Sodium Salt, its and the need to bring in change in
their lifestyle
• To spread awareness in Brand Priority Markets like
Delhi, Chennai, Bangalore, Hyderabad, Mumbai
Annapurna partnered with TELiBrahma & launched the
Annapurna “Zinda Dil” (Lively heart) mobile app with
features like the Heart Age Calculator tool, Tips,
Contests, Refer a Friend and many more
This Augmented Reality solution was integrated with
their print ads and users were prompted to capture
the code from the ad to receive the exclusive m-App
on their mobiles
Consumers could also refer the Annapurna Low Sodium
Salt App to their friends & also share their feedback
on social media
2. Case Study – FMCG, Print
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50,000+ AR engagements
Over 3 lakh downloads via Buzz (Formerly BluFi)
across a period of two months
A never-before Heart Age Calculator was
developed and delivered on the users’ mobiles
Evaluated the health and lifestyle of people
Popularized the benefits of Low sodium salt that
keeps hypertension and heart diseases at bay
The app created personal connect with the brand
as it not only constituted of just tips & importance,
but also contests like “Who adds salt to your life?”
that involved consumer participation
Integration with social media & the option to share
with friends created viral for the campaign
Since the TG is extremely concerned about their
family’s well-being, Heart Age Calculator and Tips
were developed as a utility and also to bring out the
importance of using low sodium salt
A deeper brand engagement was created through
print ads to generate higher ROI
Mobile thus became an essential tool as in did not
broadcast the message from the brand but
established an interaction with users
This app promoted the adoption of a healthier
lifestyle and answers the million dollar question, ‘Is
your heart as young as you?’