Internet World 2014 - Dulux paints the town red with augmented reality

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.

Transcript

1. Paint the town red (or any colour you like) with Augmented Reality Stewart Longhurst - Global Head of Digital Projects @SELonghurst
2. In case you don’t know who we are…
3. 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]
4. 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.
5. 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
6. Insight-led journey into apps “Why haven’t we got a ****ing iPhone app?” AkzoNobel Senior Executive, 2010
7. Everyone has an idea for the app… …prioritisation of features is vital to maintain usability
8. Combination of talents Brand UX Tech Talent Triangle
9. 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
10. Dulux Visualizer user interface design mantra
11. Global dimension vs Local variation Create Once Deliver Everywhere 40+ markets 40+ markets 25 brands 25 brands 18+ languages 18+ languages
12. Where does Augmented Reality come in?
13. The Dulux Visualizer Challenge
14. Let’s see the result!
15. Global, simultaneous launch 30 markets (same name everywhere) 14th MAY 2014 Make a big noise! Initial launch plan
16. What would success look like? DOWNLOAD TARGET = HOUSEHOLDS PENETRATION OF DECORATING x 10% SMARTPHONE PENETRATION
17. Support markets with globally created assets
18. A warm reception from the Apple community : )
19. Android users are harder to please (
21. Stewart Longhurst @SELonghurst App Credits poweredbystring.com tessella.com webcredible.com Thank you – any questions?