pixelbug case studies - April 2013

pixelbug case studies
2013

global AR partners

www.pixelbug.ae
Sunday, April 14, 13

innovation specialists
At pixelbug, we are marketing technology innovators that focus
on enhancing business objectives by using interactive digital
solutions designed to deliver breathtaking customer experiences.

Our core areas of expertise revolve around the following
awesomeness:

1. augmented reality

2. mobile and web application development

3. touch and gesture based technologies - Microsoft Kinect & Leap

4. projection technologies - 3D/4D mapping & holograms


what is augmented reality?

augmented reality
(AR) is the process
of overlaying virtual
content onto an
real actual physical
environment, in
real-time, when
viewed through a
camera enabled
device

virtual

what is gesture based technology?
users can
manipulate
virtual content
on screen using
digital screen real gestures

user HD camera
(live stream)

designated
viewing area


pixelbug case studies, 2013
Augmented Reality

1. Ariel
2. Pantene
3. Boeringher Ingleheim
4. Dubai Islamic Bank

Projection Technology

5. Albert Einstein (Hologram)
6. Gillette ProGlide (4D Projection Mapping)

Gesture Based Technology

7. Schick Exacta 2


1. Ariel


the Ariel augmented reality game
challenge: Procter & Gamble wanted to introduce Ariel’s new
branding to their target audience in an engaging and
entertaining way, educating them on the innovative features of
Ariel’s micro-boosters

solution: we developed a highly immersive in-store activation
using our proprietary AR-pod to demonstrate these values with a
highly immersive augmented reality game

services rendered: iOS development, storyboarding, project
management, gamefication, augmented reality, 3D modeling &
animation, user interface design, SFX integration, Arabization,
AR-pod


actual
Ariel box

1. the mobile device is enclosed
in our AR-pod, connected to a
screen, and pointed at someone
holding the Ariel box so that it is
visible in the device’s view-finder

2. once identified, the game is
activated

the content was Arabized for the what is seen on AR-pod screen
KSA market


3. the user was prompted to avoid the 4. after getting stained, the user then
stains, yet this was impossible and the T- had to collect micro-boosters to clean
shirt always got stained the T-shirt

final sequence with sun test as per
virtual T-shirt overlay
campaign TVC


execution & results
The activation was hugely successful, deployed in
over 15 locations across KSA, some of which included:

• Andalus Mall
• Jam3a Mall
• Roshan Mall
• Aziz Mall
• Azeziya Mall in Riyadh
• Jarir Mall, Dammam
• A Aliat Mall, Madinat
• Different branches of Panda and other hyper
markets

The application has been deployed on Apple’s App
Store for the GCC only


2. Pantene


the Pantene augmented reality game
challenge: Procter & Gamble wanted to educate women on the
benefits of using their new Pantene shampoo and introduce
them to its new look & feel

solution: we developed an intimate in-mall activation, whereby
women had to capture falling Pro-V capsules using an iPad in
order to un-lock the next level and learn more about Pantene’s
new product. Upon achieving a high-score, the women were
awarded a prize and free hair assessment at the mall stand

services rendered: iOS development, storyboarding,
gamefication, project management, augmented reality, 3D
modeling & animation, user interface design, SFX integration


the Pantene augmented reality game

game wall

exhibition
stand

1. the device was pointed
towards a game wall, located
on the Pantene exhibition stand
that displayed 3 capsules - each
capsule would activate a stage
of the game


Pantene augmented reality
2. the users had to pop as many falling 3. the animated content activated was
capsules as possible before time time used to educate users on the benefits
ran out to activate further content and of using Pantene
progress to the next levels
<click here>
game difficulty increases as levels custom animations before
for demo video
progress proceeding to next level


execution & results
The application was deployed in Mall of Emirates and Mirdif
City Center in Dubai, UAE and helped to increase brand
awareness and engagement.

The game has been deployed worldwide on Apple’s App
Store <click here>


3. Boehringer Ingelheim


Boehringer Ingelheim AR medical detailing app

challenge: with medical reps out numbering physicians by 40-1in
the region, Boehringer Ingelheim (BI) wanted an easy yet
innovative way to capture the attention of its stakeholders and
educate them on the functionalities and mechanisms of a new
type of inhaler device called Spiriva Respimat.

solution: pixelbug developed an augmented reality application
deployed on iPad that uses intuitive gesture based controls to
educate physcian’s on the product’s properties aided by a
highly-immersive and interactive user experience.

management, augmented reality, 3D modeling & animation,
user interface design, gesture based controls


Boehringer Ingelheim AR medical detailing app

1. the tablet is pointed toward the 2. the user is able to manipulate the
marker to trigger the informative 3D AR model using gestures and can
content and animations for a highly activate content from the user
immersive experience friendly menu

BI marker


execution & results
The application was a global first for BI, receiving praise amongst
leading industry physicians and high acclaim within the
company.

The application will be launched on BI’s internal app store and is
planned for regional deployment in the Middle East and North
Africa.


4. Dubai Islamic Bank


the DIB augmented reality game
challenge: Dubai Islamic Bank (DIB) wanted to create awareness
about their Shaatir account to promote the importance of
saving early amongst young school children in the UAE aged
from 7-14 years old - a highly diversified target audience with
notoriously limited attention spans!

solution: given the high popularity of gaming amongst our target
audience in the UAE, we decided to take an “edutainment”
approach and developed an augmented reality game using our
unique AR-pod to educate on the importance of saving early

management, gamefication, augmented reality, 3D modeling &
animation, SFX integration, user interface design, gesture based
controls, AR-pod, bluetooth device integration, XML report
generation


1. the school children stood in front of the
branded AR-pod and held up the Shaatir
saving’s box to activate the game

LCD screen

iPad camera
view finder

Shaatir saving’s box
(marker)

2. the school children entered their name
and school using a bluetooth keyboard
and then had to select one of 10 dreams

branded AR-pod
with built in iPad and
LCD screen


4. once the coins had been captured, the
3. the children were immersed into a children hard to physically “pour” them into a
virtual and real world game where virtual saving’s box
coins with different speeds and values
had to be captured virtually using the
actual Shaatir saving’s box

5. Upon completing
the challenge, the
children’s face was
scanned and
superimposed onto an
avatar representing
their selected dream

NB Due to the sensitivity and privacy issues, we are not able to show videos of the activation


execution & results
The project was a hit amongst school children!

The experience promoted the importance of saving for the future
and allowed the school children to project themselves into the
future by giving life to their dreams.

The result - a significant increase in subscriptions to the Shaatir
savings account.


5. Albert Einstein


Einstein Hologram
challenge: for their annual customer forum, Mercator, the IT arm
of the Emirates Group, wanted to highlight that they are an
innovation led company while also adding elements of novelty
and entertainment to the conference

solution: we developed a life-size hologram of Albert Einstein
delivering a customized keynote, telling the story of the aviation
industry

services rendered: storyboarding, project management, 3D
modeling & animation, model rigging, voice synchronization, SFX
integration


Einstein Hologram
Using archive footage of Einstein, we reconstructed a hyper-
realistic humanoid model animated with over 6,000 facial gestures
and mimicked his exact voice, mannerisms and body language


Einstein Hologram
Every strand of hair was individually
modeled...

...every facial contour and wrinkle!


execution & results
Well, see for yourself...<click here> for the highlight reel


6. Gillette ProGlide


Gillette ProGlide 4D projection mapping
challenge: for the launch of the new Gillette Fusion ProGlide
Gold Edition razor, only the extraordinary would do! pixelbug was
part of the loop team that worked in close conjunction with P&G
DTC, Saatchi X, Starcom and IPN to develop the concept of the
entire campaign

solution: pixelbug was assigned the task to create a larger than
life launch event at the Dubai Mall Ice rink, where a 4D
projection mapping combined projection technology, high
energy music/SFX and a choreographed ice skating act

services rendered: storyboarding, project management, 3D
modeling and animation, 4D projection mapping, SFX
integration, hardware sourcing and setup


Gillette ProGlide 4D projection mapping

spanning 65m above the Dubai
Ice Rink, four double stack DLP
projectors were utilized to
counter light pollution in
conjunction with a
choreographed performance
from ice-skaters


execution & results
Despite the challenging lighting and acoustic conditions,
pixelbug managed to execute the 4D projection mapping
successfully

This unique launch event, which was a first at the Dubai Mall Ice
Rink, was a crucial component of the entire Gillette ProGlide
campaign and attracted hundreds of spectators

For more details, visit https://www.facebook.com/gillettearabia


7. Schick Exacta 2


Schick Exacta 2 Virtual Mirror
challenge: using innovative technology, Schick ME wanted to
maximize customer engagement and organically drive traffic
onto their Facebook page

solution: using Microsoft’s kinect sensor, we developed facial
recognition software that maps a virtual beard onto a users face
and allows them to shave in real time using a replica razor. The
technology was integrated into an in-mall booth that travelled to
all the major malls in KSA and UAE where consumers sat in a
barber’s chair and saw themselves on a LCD screen or “virtual
mirror”

services rendered: Windows OS development, storyboarding,
gamefication, project management, augmented reality,
3D modeling & animation, user interface design



1. People were invited
to sit in the barber chair
where the beard was
automatically mapped
onto their face in real
time

2. using hand gestures,
users could change the
colour of the beard and
shave in real time!



3. Once finished shaving, a picture
is taken and uploaded to
Facebook, or, users are offered the
opportunity to try a predefined
Schick style


execution & results

Pre-launch, the number of fans on Schick Middle East’s Facebook
page was just under 15,000 and within 4 weeks of launch
trebled to 45,000 organically

This is a fantastic case study showcasing integration between
augmented reality, brand messaging, gesture based tech and
social media

For more details, visit https://www.facebook.com/SchickME


powered by pixelbug
at pixelbug, we are committed to pioneering new technology
and promoting innovation within any industry

we are currently working on several large scale marketing tech
projects across various verticals - we can’t wait to launch them
and share them with you!

stay tuned, spread the bug...


thank you

www.pixelbug.ae

pixelbug case studies - April 2013

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