How do you even start to sell male grooming kits for facial hair in a country where almost everyone is clean-shaven? This was the problem faced by Philips in Taiwan. So agency OgilvyAction devised a system of showing men what they'd look like with a bit of extra growth. It targeted customers in hair salons, who were presented with what the agency calls 'augmented reality mugs'. In other words, mugs with a clear beverage inside, and a mustache or beard crafted on to show them how it would look them. Combined with a coaster that acted as a product discount voucher, and advice from the hairstylist, the stunt yielded a 25% coupon redemption rate - and the agency claims 95% of customers changed their minds about facial hair.
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