Telibrahma Technologies, Inc

PGI – Mobile Embellishment

Administrator — Mon, 28 May 2012 06:04:42 +0000

BUSINESS CASE

PGI launched their collection of intricately designed Platinum line of Jewelry that included Signature Love Bands, bracelets, earrings, pendants, necklaces, rings and more! PGI wanted to showcase this collection through a mobile platform and market their ‘Platinum Day of Love’ concept to married couple.

SOLUTION

IntARact was integrated with the print Ad that enabled users to experience authentic platinum jewelry. Consumers could upload their pictures and select jewelry from the catalogue. The engagement was designed to be a comprehensive marketing solution that not only presented the jewelry collection on the users’ mobiles but also allowed them to find their nearest PGI store and even share their Platinum Day of Love story on social media!

RESULTS

6,000+ users viewed PGI’s signature Love bands; 8,000+ users tried locating a nearby store; 8,000+ users spoke about the Platinum collection on Social Media; 1000+ users tried virtual jewelry by uploading their photos

WHAT WE LEARNT

Elimination of users having to download a dedicated application would ensure higher levels of engagement. Allowing users to upload a photo rather than trying to capture one, can help users to try the solution on near & dear ones.

Toyota

Administrator — Thu, 12 Apr 2012 07:35:48 +0000

Business Case

Toyota wanted to leverage a mobile platform to drive engagements through traditional media investments.

SOLUTION

intARact was deployed to enable consumers to engage with specific brands of Toyota by capturing creative or brand logos in print or outdoor displays. Explicit Call-for-action were positioned across multiple mediums where these creatives appeared. The engagements distributed digital content, driving traffic to social media initiatives, delivering product brochure or driving 3D based engagements. One of the engagements was a peppy Liva song and Liva Music video that featured India’s lead musician and resonates with the present-day youth. Consumers also received a 3D overlay of the car on camera that they could move and turn to experience the car Live on their mobile device. They could also check out car’s interiors, register for a test drive and view the Toyota Liva video on their mobile. Overall, a ‘Near Live Experience’ was delivered with this engagement.

RESULTS

50,000+ rich media engagements were achieved across several campaign out of which 3,000+ users registered for a Test Drive. 7,500+ users shared their experience with the car on Social Media. More than 25% of the users engaged multiple times across several campaign. Campaign was delivered to more than 150 mobile models. 65% users experienced the car through 3D model, and 85% downloaded mobile content.

What We Learnt

This was a first-of-its-kind ‘Near LIVE experience’ for the consumers. Sponsor’s logo effectively transformed consumer experiences into a 3D interaction. Concurrent Brand building and Response generation delivered superior ROI. Logo recognition enabled scalability of the campaign across media channels and ensured higher impulse to impact ratios. Enabling social sharing of 3D based experience brought PR and viral benefits to the campaign.

Nike

Administrator — Thu, 12 Apr 2012 07:35:42 +0000

Business Case

Nike wanted to create an In-store Sporting Engagement for consumers across brand touch points. This would help consumers make choices based on their favorite sports and personal athletic attributes. Nike was looking for a platform that could adapt to their evolving product-lines and brand objectives.

SOLUTION

Nike deployed intARact in its retail, activations, and mass media communication to help consumers interact through brand creatives. intARact enabled consumers to get product information along with tips from their favorite athletes. Using intARact, Nike augmented the posters of celebrities across various sports, that were on store displays.
Every augmentation delivered rich consumer engagement pertaining to Nike’s Merchandise. Cricket enthusiasts could capture posters of the Indian cricket team, and browse through cricket attire and shoes. An athlete could capture his/her favorite celebrity poster in store to check out Nike running shoes, Nike running jerseys, product catalogues, images, and videos.

RESULTS

More than 150,000 engagements have been recorded, with more than 35,000 repeat users.
These engagements were initiated through 220+ handset models with 70% of scans achieved from Smart phones. 95% of the scans were from top 3 metropolitan cities.

What We Learnt

This was the first ever real object recognition based in-store experience. Implementation ensured seamless integration where real posters were scanned by instead of cryptic codes or QR codes. Consumers and Sponsor found that technology solutions with simple user experience enhance quality of engagements. Integrating application delivery with the engagement also delivers higher results and translate to better ROIs.

Nokia

Administrator — Thu, 12 Apr 2012 07:35:36 +0000

Business Case

Nokia wished to Create product demonstrations-on-demand to enhance the number of demos delivered, Retain an “innovation edge” over competitors for their high-end phone launches, and Integrate campaigns across print, outdoor and other media channels.

SOLUTION

We focused to demonstrate Nokia models and their features to inspire and elevate consumers to smart phone usage. Consumers were invited to capture print ads using intARact app on their mobile to view the video demo of the product.

We decided to take the AR experience one step further and wanted consumers to experience how a new innovation can change their lives. We worked with our partner Times of India to augment the complete newspaper to let consumers use their mobile and receive additional news, videos and information on launch day of Lumia. Complete front page of Times of India was branded with the concept. Users were invited to experience the new Lumia. Consumers got to view the entire newspaper in a Tiled format on all phones resonating the windows experience that Nokia wanted to drive in this launch.

RESULTS

More than 40,000 demos were delivered as part of the E7 and E8 model launches, demonstrating the power of innovation. 72% of these demos originated from Nokia handsets. More than 15,000 users engaged with Lumia on day 1 of the launch. Other than taking time to view the features of the product, consumers used the campaign to engage more meaningfully with newspaper ads. 42% of these were Nokia users. 50% of repeat users had moved to newer models of Nokia and 30% of them had switched to other smart phones, and 20% remained with the same phone as when they interacted previously.

Campaign attracted consumers with more than 120+ phone models and 10 different cities. Handset profiles demonstrated the pattern change between cities.

What We Learnt

Augmented Reality and Image Recognition delivers increased response rates, and integrates long-term brand objectives. Unlike solutions that ignore non-iOS handsets Wider consumer adoption rates were made possible for Nokia because we supported a wide selection of handsets carried by potential customers. Advertiser and their agency had clearly identified business objectives and that clarity helped draw benefits of focused deployment of AR solutions. The initiative integrated otherwise disparate traditional and technology media promotions for optimal results.

IFB Kitchen Appliances

Administrator — Thu, 12 Apr 2012 07:35:27 +0000

Business Case

Engage web-savvy consumers, who are looking for more than a conventional shopping experience. Design a campaign that delivers engagement across the entire consumer lifecycle—from mass media exposure to customer satisfaction. Integrate with existing consumer campaign in their retail stores and use it to capture customer information.

SOLUTION

IntARact was integrated across various customer touch points of IFB, including print ads, banner ads, and social media. Consumers captured the print creative or IFB logo on their mobile phones to engage with the brand. Mobile experience included videos, IFB product details, offers, nearby IFB dealers, and a contest. Consumers participated in the contest by submitting product purchase details along with a photo of themselves beside their new IFB appliance.

RESULTS

21,000 engagements were achieved in a period of 3 months 35% of the scans achieved were through the standees placed at retail outlets. Nearly 80% of the consumers viewed the offers, product details and videos as part of the engagement.

What We Learnt

IntARact helped demonstrate how technology can integrate multiple campaign touch points and create a bigger impact at the point of sale. Image recognition offers a scalable and contextual solution. IntARact in multiple customer touch points ensured higher ROI. Multiple widgets ensured higher levels of useful engagement.

Dove Hair Care

Administrator — Thu, 12 Apr 2012 07:35:25 +0000

Business Case

Dove wanted consumers to experience the benefits of Dove Damage Therapy hair care product line. While national print advertising delivers exposure, Dove was challenged to convert this exposure into measureable engagements. Packaged goods brands otherwise typically miss out on some of the target group.

SOLUTION

Print ads carried a ‘call for action’ that enabled target audience to virtually-experience the therapy via mobile phone. Using Augmented Reality delivered through intARact, consumers could view videos on hair care. Information on benefits of Dove therapy was delivered in the form of Dove Hair care video.

RESULTS

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

What We Learnt

A high-touch packaged-good product can leverage intARact to derive benefits of experiential marketing from print spend. A clear call-to-action and innovative engagement can expand the brand presence.