(10 votes, average: 3.40 out of 5)
Wonderbra have just launched a very cool use of augmented reality meets image recognition, with their new ‘Decoder’ campaign… An iPhone app that allows users to ‘Decode’ print ads, outdoor and even YouTube videos, helping to undress the models in the ads, revealing their Wonderbra garments beneath. This X-Ray style is almost purpose built for lingerie ads!
The interesting aspect of this initiative was surely the courage of the Wonderbra brand to conceal temporarily the product inviting the public to an interaction. Very intimate action just like in reality as i wrote in this post http://ow.ly/eiOTD
Quite a shame to create some thing that does not work. Try this app you’ll know. Also, if you look the video carefully you’ll realize the images coming are from stock images saved in the app. So whats so great about it??? And its just a poor idea with poor execution by Digitas to win some award.
Worked fine for me. The image execution is clever, the video isn’t AR in any real sense, it’s just triggering a video based on an audio cue.
For me, this is just a barrier. You know that there’s going to be a push up bra under their clothes, so why would i bother getting my phone out to download an app to ‘uncover’ it? Where’s the incentive?
Did a man think up this idea? Next time, make it useful.
@Caspar
I think video trigger on QR code scan (which you see in the right-hand side of the video).
[...] Wonderbra launches augmented reality-enhanced “Decoder” campaign (as above) [DigitalBuzzBlog] [...]
How many app users are really going to use this without a prior idea of what they are supposed to do? Moreover how many of them will have enough time to follow instructions on the print ad, download the app and then then use it just so that they can see a woman in lingerie?? Such apps are created more for the purpose of creating videos like the one above and the brand gets more publicity this way that through the actual app.