The Problem
AEG was founded as the Deutsche Edison-Gesellschaft für angewandte Elektricität in 1883 by Emil Rathenau. Innovation is at the heart of everything they do. It is the driving force behind their best-known inventions for the home, from creating the first electric refrigerator to the first heat pump technology for tumble dryers. It is the inspiration behind our sustainable materials. It’s our history and our future.
However, AEG were losing market share to Bosch / Miele. They were on consumers shopping lists, but were losing sales at point of purchase.
Their POS was disjointed and product led and didn’t communicate enough of the core benefits of the individual products.
The majority of manufacturers focus on product feature, rather than consumer benefit and POS pieces get overloaded with several messages.
The Intelligent Idea
An intelligent idea driven by an intelligent execution.
By using augmented reality in execution, we could deliver all necessary technological information while engaging the audience with a single-minded proposition.
The Solution
Delivering more, but showing less, is a tall order.
Through extensive product and market research, we identified the unique selling points of a range of AEG appliances. Focusing on the benefit that it would deliver to consumers, we created a range of stand-out, single minded POS.
New technology would then allow us to deliver even more content.
Augmented reality can change the way consumers interact with the world. Using a free app on a smartphone, still images can be brought to life and deliver engaging video content.
The headline benefits were used to draw consumers in, video content was used to explain the technology behind it.
The Results
Sales figures are a closely guarded secret, Aurasma views aren’t.
The use of augmented reality for a white goods manufacturer was an industry first.
During the 6 weeks of the campaign, an unbelievable 4,000 people activated Aurasma and viewed the video.
The Happy Client
SHA has been the lynch pin holding together our ever increasing demands for creative, from last minute ads to entire channel marketing briefs, launch campaigns, brochures and hundreds of promotions – all with increasingly challenging budgets.
A pleasure to work with, always accessible and always with a “can do, no problem” approach, we would be lost without the team at SHA.
