The Prodigious Product Launch

client

Procter & Gamble

solution

Projection Mapping, Markerless AR Filter, Anamorphic Content

We collaborated with Oral-B to generate Product Awareness about their new series of rechargeable toothbrushes, which is the most advanced set of toothbrushes. We executed a PR Event to share awareness about the newly launched Electric Toothbrushes. The idea was to design a startling product launch experience through an Instagram AR filter and projection mapping services replicating the physical unboxing of a kit on a massive scale.

projection mapping

A 45’ft structure was set up for the projection mapping

virtual unboxing

virtual unboxing experience to boost product’s visibility

Unveiling the designs & features

A 45’ft structure was set up on a private ground in Gurgaon. The futuristic designs and features were showcased in a 3D-like environment through lucrative anamorphic content. These enticing visuals were made to be projected on the structure making it look true to life. Owing to the Covid restrictions, the materials procurement & movement was a stumbling block.

We identified locations in Delhi, Jaipur, Bangalore, Mumbai, and Gurgaon, as ideal spots for projection mapping. Custom fabrication was done on the venue according to the 3D model to create anamorphic animation. A multi-projector setup was done and 5 industrial wave projectors were used parallelly resulting in high-end results.

A Compelling Unboxing Experience

One of the most advanced markerless AR filters was developed to clone the real-life unboxing experience of the Oral-B kits. The filter was optimized to the extent that the 3D model, unboxing experience, animations, and multiple sounds along with all the features were accommodated within the 4MB limit of Instagram.

The Instagram filter was developed with special effects and was tested to its limits. We also identified Instagram influencers to record the unboxing experiences and interact with the touch modes for the filter, enhancing the brand's reach on social media. This innovative AR martech solution demonstrated the power of augmented reality marketing in creating engaging consumer experiences.

The Outcome

The fusion of both initiatives together turned out to be a huge success with seamless tech integration and execution. The brand visibility increased significantly owing to the Instagram filter and thousands of people were drawn to the launch event. This campaign showcased the effectiveness of combining projection mapping services with augmented reality marketing to create a truly immersive and memorable product launch experience.