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「擴增實境馬克杯」- Philips Male Grooming: Augmented Reality Mugs


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Facial hair may be all the rage in the West, but most Taiwanese men still prefer the clean shaven look. There's nothing wrong with that, unless you are promoting Philips Grooming Kits, in which case you have to ask: how do you interest the hairless in the artificial hair.
鬍鬚在西方世界也許很流行,但大多數的台灣男人仍舊偏愛刮好地乾淨俐落面貌。那沒有任何問題,除非你是在推銷飛利浦刮鬍組,若是那樣,你得問問:你要如何引起沒有鬍子的人對於人工鬍鬚的興趣。

First, preparatory AR technology had to be developed to achieve a more natural effect. A compound material with solid, yet light conducting property was molded to contain a translucent liquid, and then printed with a dozen male facial hair patterns. With the device ready, it was time for deployment at carefully chosen spots, where Taiwanese men would be highly receptive to suggestions about their looks.
首先,想要達成更自然的效果,得先發展出「預先擴增實境」技術。一個固體,但透光材質的複合材料被塑造來盛裝半透明液體,然後印上一打的男性鬍鬚圖案。準備好了這個裝置,該是去精心挑選的地點展開部署的時候了,在那兒台灣男人會非常易於接納關於他們造型的建議。

Trained hair stylists then subtly introduced the Philips trimmer, but this was only a teaser to arouse the curiosity. When the salon beverage was brought in, that was the time for our AR technology, and the transformation was instant...from reality to augmented reality. Watch it again. Here is "reality," and here it is "augmented." No APPs! No downloads! No wireless, 3G network involved! Just good old fashioned, low cost, fail-proof, ink and mirrors. When a target expressed interest, live customer support was right behind him, and the deal was closed by a promotional offer on Philips Grooming products, right in front of his eyes.
老練的髮型設計師接著巧妙地介紹飛利浦刮刀,但是這只是一道開胃小菜(註一),要來激發好奇心。當髮廊飲料拿進來時,那就是我們「擴增實境」技術上場的時機,而且那轉變就在眨眼之間...從實境到擴增實境。再看一次。這是「實境」,然後這是「擴增實境」。沒有APP!無須下載!不用無線、3G網路!只要美好懷舊式、低成本、不會失敗的墨水和鏡子。當一個目標表現出有興趣的樣子,現場的客服就在他後面,然後透過飛利浦刮鬍刀產品的促銷價完成銷售,就在他眼前。

ALL PREVIOUS PROMOTIONS OUTPERFORMED!
所有之前的促銷活動都被打敗了!

95% CHANGED THEIR MIND ABOUT FACIAL FAIR. 25% REDEMPTION RATE.
95%的人改變了對鬍鬚的想法 25%的轉換率

COST PER CONTACT DOWN FROM $64 TO $2
每次推銷的成本從$64降到$2

Thank you Augmented Reality technology! Thank you!
謝謝你「擴增實境」技術!謝謝!

Brought to you by...PHILIPS Sense and simplicity
飛利浦呈獻 智慧簡樸

註一:Teaser原意是做弄他人的東西,引起他人興趣的東西。引用在廣告行銷或是電影上,當作催化劑,或是預告片。

  • 「很流行」- Be All The Rage

    Facial hair may be all the rage in the West, but most Taiwanese men still prefer the clean shaven look.
    鬍鬚在西方世界也許很流行,但是大部分的台灣男人仍舊偏好刮乾淨的樣貌。

  • 「不會失敗的、不會錯的」- Fail-proof

    Just good old fashioned, low cost, fail-proof, ink and mirrors.
    只要懷舊式、低成本、不會失敗的墨水和鏡子。

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