On-Device Mobile Visual Search – Phillip Lim Case Study
Agent 3.1 app for iOS and Android platforms
Developed by King & Partners and Mobile Acuity
New York agency, King & Partners has developed an app — Agent 3.1 — for fashion brand 3.1 Phillip Lim. The app uses Mobile Acuity’s On-Device Mobile Visual Search (MVS) technology to allow consumers to gain exclusive insight into the brand and the designer. The app acts as a special ‘lens’ to the brand, unlocking exclusive content, hidden items, product details, designer inspiration, behind the scenes access, shop looks and links to special offers, creating a unique and interactive customer experience. 3.1 Phillip Lim’s design sensibilities are ‘all about the subtle details, the hidden transformations in the clothes — designed for the curious global citizen-making this app a perfect agent for discovery’.
Launched in September 2012, the ‘Kill the night’ comic book style printed collateral is linked to this additional online content. Using the Agent 3.1 app, select areas of the campaign material can be scanned with an iPhone or iPad camera to access further content on a mobile website. There are also custom looks that can appear and users can link to an online shop to purchase the items. The app also contains ‘Action Layer’ buttons for users to share the brand content via Facebook and Twitter or contribute to an online discussion.
- The 3.1 Phillip Lim Fall 2012 collection launch enhances brand print materials, look books, print ads and billboards with an application for iOS — Agent 3.1 — that lets users access exclusive brand content and products online upon scanning it with their device’s camera.
- Mobile Acuity’s On-Device image recognition software is embedded in the app, which was developed in conjunction with King & Partners, to link offline branded material with exclusive online content.
- An additional social media or ‘action layer’ in the app enables consumers to share the content via Facebook and Twitter, contribute to an online discussion and shop selected lines from an online store.
- Mobile visual search is an emerging trend among luxury marketers since it does not interfere with the design of print campaigns, but can effectively engage target consumers on mobile.
King & Partners were engaged by 3.1 Phillip Lim to develop an original new campaign and stimulating collateral for the new season’s ranges that would draw the consumer in to a whole new level of discovery about the brand and new range.
King & Partners have extensive expertise of the luxury market and working with leading brands worldwide. They were looking for a new approach to consumer engagement and commerce and contacted Mobile Acuity about the opportunities for exploiting mobile visual search technology in the luxury market sector.
The timing of 3.1 Phillip Lim’s new fall fashion release fitted well with the development of Mobile Acuity’s On-Device mobile visual search technology solution, including the recent addition of the ‘action layer’, linking consumers to key social media sites including Facebook and Twitter as well as targeted microsites and ecommerce.
The Agent 3.1 app embeds the Mobile Acuity real-time mobile visual search SDK with a custom-branded user interface.
Selected images and content from the Agent 3.1 campaign collateral range are linked to different mobile microsites.
An additional ‘Action Layer’ adds custom-designed icons enabling users to instantly share their discovered content with friends via Facebook and Twitter, to create an engaging and fully interactive, luxurious and unique experience.