Andrex: Using new technology to breakthrough

Text & Visuals for Sales Conference

Making new technology work for Andrex

• Technology provides us with the opportunity to surprise shoppers and consumers with something that they haven’t seen before • Reinforces Andrex as a market leader that embraces technical innovation • Everyone has heard about Augmented Reality (AR) – to date no major FMCG brand has harnessed the potential in a way that connects with all of their consumers • The Andrex CGI puppy is perfect for AR, and these slides give examples of how it can be used to breakthrough by:

- Adding value to every pack - Disrupting the shopper in-store - Generating kiddie-power, and in-home visibility - Bespoke retailer activity - Supporting retailer initiatives - Driving an individual product line - Supporting Puppy Points

How would it work?

• Shoppers / consumers download the App to their phone, iPad or computer • Device must have a built in camera or webcam • Camera is then pointed at a TRIGGER symbol that it has been programmed to recognise • This triggers a 3D sequence to appear on the screen, as if it is really there in the camera view • When the user moves the camera or trigger object the perspective on the 3D animation changes allowing a realistic 360 degree view • This demo is has only been produced to give an idea, if the campaign goes live a whole range of new sequences will be developed

LIVE DEMO

• App has been loaded onto a iPad • iPad is pointed at the Andrex logo on the front of a standard pack • Puppy comes to life • Experiment with the perspective that you can get on the puppy by changing the angle of the camera

Breakthrough with the unexpected

• Use AR to add value to every pack • Offer shoppers / consumers AR puppies to collect & play with • Up to 8 unique puppies to collect • Puppies each perform a different sequence that shows their individual character • Different trigger symbols for each puppy (see pack visual) • Any 2 trigger symbols scanned at the same time will trigger a sequence where the puppies play with each other. EG one has a ball they both play with the ball (see demo video of Star Wars characters, by clicking link below) http://www.youtube.com/watch?v=RPEmBadE-bY

Recognising the trigger on pack – generic

• Underlying message Scan the pack & bring the puppies to life Collect & Play

Recognising the trigger on pack – generic

• Reverse, shows numbered trigger symbols • Collect all 8 to enter prize draw, or receive a reward

Marker on reverse

Reward could link to Puppy Points

Disruption in-store • If Tesco introduce wireless broadband in-store, consumers can pick up a pack and play with the puppies at POP

Disruption in-store – Retailer tailormade

• Screens can also promote retailer’s bespoke promotion: • Shopper buys any pack in-store or online • Code printed on receipt to be entered online • Marker downloaded & scanned to reveal if a prize has been won • Prizes awarded in random sequence

Digital Shopper – bespoke promotions

Be different & surprise Breakthrough

• Seamless integration with TV advertising • Works across multi-platforms • Offers unlimited flexibility to tailor to retailers and particular product lines • Once set up, cost effective to refresh and evolve • Innovative mechanics innovative brand • Fun & engaging for shoppers and their families, giving an on-going brand presence in the home