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Mobile Theatre - June 17th, 10:30-11:00 Long seen as an exciting but somewhat gimmicky technology, a step-change in Augmented Reality has brought Dulux consumers a step closer to experiencing what their room would look like in any colour before buying the paint. Learn how the brand launched this in over 30 markets on the same day.
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Paint the town red (or any colour you like) with Augmented Reality
Stewart Longhurst - Global Head of Digital Projects@SELonghurst
In case you don’t know who we are…
Successful innovation is often down to timing
A head-mounted computer that looks like a pair of glasses and responds to audio prompts.
Prototype of the
Dyson Halo (2001-3)
WIRED [JUN 2014]
Ours was a similar story
2006:Exploring ways to give consumers an easy way to visualize a wall size area of paint colour using their own camera phone.
So what’s the big deal about visualization?
3m UK households give up on painting projects
Visualization is key to colour decision for all but the most creatively confident
£200m+ of abandoned projects
Insight-led journey into apps
“Why haven’t we got a ****ing iPhone app?”
AkzoNobel Senior Executive, 2010
Everyone has an idea for the app…
…prioritisation of features is vital to maintain usability
Combination of talents
Brand
UXTech Talent Triangle
Contextual user research
“If I told you that Dulux has an app, what
would you expect it to
do?”“How would this help you
with decorating
your house?”“What challenges are
you facing when
decorating?”
Testing with prototypes
Using photos of rooms that participants wanted to redecorate
Dulux Visualizer user interface design mantra
Global dimension vs Local variation
CreateOnceDeliverEverywhere
40+ markets40+ markets
25 brands25 brands
18+ languages18+ languages
Where does Augmented Reality come in?
The Dulux Visualizer Challenge
Let’s see the result!
Global, simultaneous launch
30 markets (same name everywhere)
14th MAY 2014
Make a big noise!
Initial launch plan
What would success look like?
DOWNLOAD TARGET
=
HOUSEHOLDS
PENETRATION OF
DECORATINGx 10%
SMARTPHONE PENETRATION
Support markets with globally created assets
A warm reception from the Apple community
: )
Android users are harder to please
(
Stewart Longhurst@SELonghurst
App Credits
poweredbystring.com tessella.com webcredible.com
Thank you – any questions?
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