L’Oreal Paris has come out with a series of Fairy Tale ads to promote its Color Riche lipstick and also to celebrate its 30 year mark.
Using a resemblance to princesses from well-known fairy tales, the ads are using augmented reality to tell stories with a product message along with them.
A first for the Pakistani market, these ads are colorful and unique and once scanned using the Layar app on one’s phone offers real-time and visual content on mobile devices to tell a fairy tale to the viewer bringing the audience from offline to online mode.
The print ads found in leading magazines not only breaks the monotony of boring advertisements but intelligently places Color Riche in a fairy tale that people can relate to.
L’Oreal Paris is aiming to come out with a series of such ads using resemblance to various Disney princesses and embedding Color Riche in them.
These are ads are part of the Color Ever After campaign by the brand. A hash tag #ColorEverAfter has also been used to celebrate 30 years of Color Riche and promote the campaign on social media as well.
With augmented reality being one of the hottest new advertising trends, Pakistan has yet to see brands hop on the AR bandwagon, L’Oreal Paris being amongst the first brands to explore and capitalize on this medium.
Adcom ZenithOptimedia is the digital/media agency for L’Oreal Paris and behind the execution of this campaign.
Below is a video of what happens once a viewer uses the Layar app to scan the ad on his/her phone. (please click on the link to view the video)