Philips electronics India uses augmented reality!

The initiative consisted of a facial hair styling contest where males from the target group were asked to upload their pictures. This was enabled on a webcam touch screen kiosk. Using augmented reality technology, the participants could create various beard and moustache styles on their own pictures. Augmented Reality or AR is a live direct or indirect view of a physical real world environment, whose elements are augmented by virtual computer generated sensory input such as sound or graphics. This technology has been the latest and has already picked up in other countries. The participants then had to save and post the created pictures to www.facebook.com/philips

The challenge was conducted at Tata's electronic chain, Croma, in Mumbai and Bengaluru. The aim was to generate maximum participation by reaching out to the male walk-ins in the store. A set up area and touch screen kiosks were designed and fabricated to engage consumers live. The objective of the activity was two-fold: to promote Philips' range of male grooming products (shavers, grooming kit and trimmers) and to engage with consumers to make them aware of the current fashion trends in terms of facial hair styling.

The activity was supported by ISPs (in-shop promoters) who were hired and trained by the Ubiq team to promote Philips' range of men's personal care products. Currently, Ubiq is engaged in various trade and retail activations with the Philips consumer lifestyle division. These include ISPs for selling personal care range products at various modern trade, traditional and CSD (canteen services for defense) outlets, promoting as well as selling the entire range of consumer lifestyle products.

Five winners will be judged based on their pictures and will be awarded the Yamaha R1 bike. The winners haven't been declared yet.

The on ground activity at Croma was an extension of the online Groom-Vroom contest that also ran on Facebook. The on ground activity was able to reach out to about 1000 males, while the online contest reached out to 16,000 males.

Atul Nath, managing director, Ubiq and Candid Marketing, explains, "The concept was designed by Philips team and the scope of work for Ubiq team was to create a design for the retail environment and generate maximum participation. As part of the project, we designed touch screen kiosks and managed the ISP program."

He adds, "Croma outlets are a premium range of retail outlets available in the country today for selling lifestyle electronic products."