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Lanc么me and Alibaba Cloud bring AR game to Hong Kong customers

L鈥橭r茅al Group鈥檚 Lanc么me has partnered with Alibaba Cloud and launched its Chinese New Year campaign in Hong Kong with the launch of a seasonal mobile app and by opening a Lanc么me pop up store in Harbour City. The partnership leverages Alibaba Cloud鈥檚 data, image search, and AR technologies with Lanc么me鈥檚 beauty product lines to bring consumers festive and interactive online and offline experiences.

The major result of the collaboration has been the creation of a Lanc么me-branded augmented reality (AR) game for customers, supported by Alibaba Cloud鈥檚 image search technology and cloud services. Customers can activate and participate in the AR game on their smartphones from anywhere in the city.

Customers will need to move their smartphone camera around to find and capture AR images of Lanc么me鈥檚 signature beauty product,聽Genifiques. Those who capture three images will be invited to send in their seasonal wishes for a chance to win a selection of prizes.

The other element of the campaign, the pop-store at the Harbour City, aims to amplify buzz with a holistic online-to-offline Lanc么me brand experience. As the strategic partner for this campaign, global media and marketing agency Mindshare has also rolled out an extensive 360鈥 degree marketing exposure plan through use of outdoor and social media, alongside a range of fashion, lifestyle social pages, and KOLs amplifications.

Lee Sue Jong, brand general manager, Lanc么me Hong Kong, said, 鈥淥ne of the brand鈥檚 priorities is to build 鈥楤eauty-tech鈥, leveraging the latest innovations to transform our campaign and offer聽our customers better interactive experiences. We are excited to see these technological advancements, helping us to create a modern Chinese New Year with a better understanding of consumer behaviour and eventually with great business uplift with high conversion.鈥

This latest collaboration on Lanc么me鈥檚 Chinese New Year campaign follows L鈥橭r茅al Group鈥檚 longstanding partnership with Alibaba businesses across multiple platforms. The beauty company has continuously deepened its use of Alibaba鈥檚 ecosystem and New Retail. L鈥橭r茅al Group was an early adopter of merging online and offline during the 2018 11.11 “singles day” Global Shopping Festival.

Leo Liu, general manager of Alibaba Cloud Hong Kong, Macau and Korea, said, 鈥淲e are excited to partner with Lanc么me to foster the digital transformation of Hong Kong鈥檚 retail industry. Our technologies not only offer innovative ways of engaging consumers but also help Lanc么me better understand customers鈥 needs using data analytic tools.鈥

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