Dove's New Campaign: A Blend that Nepal Needs!
Unilever’s Dove brand has launched an innovative campaign in Nepal that exemplifies the fusion of traditional and digital advertising. Conceptualized by Outreach Nepal, this campaign demonstrates how brands can push the boundaries of print media by integrating Augmented Reality (AR) to create a seamless, interactive consumer experience.
The Campaign’s Core Concept
At the heart of this campaign is a simple yet effective print ad, distributed through major national newspapers. The ad poses a thought-provoking question: “How do you want your skin to feel?” Accompanied by a QR code, the ad offers an easy pathway for consumers to shift from the static print environment into a more immersive digital experience.
By scanning the QR code, readers can access a video that compares Dove Bar’s moisturizing benefits with ordinary soaps. This digital content not only educates but also reinforces Dove’s unique selling proposition, positioning it as superior to regular soap.
Leveraging AR for Enhanced Engagement
This campaign exemplifies the smart application of AR technology to breathe new life into traditional print advertising. With just a smartphone, consumers can scan the QR code and instantly access a TV commercial that highlights “The DOVE Difference.” The process is seamless and doesn’t require any additional apps, reflecting a frictionless user experience.
The integration of AR adds an interactive layer to what would otherwise be a static ad. This strategy not only improves engagement but also extends the reach and memorability of the campaign, turning a passive medium into an active experience.
The Strategic Importance of Hybrid Advertising
In an era where digital channels dominate, this campaign demonstrates how traditional formats like print can still play a vital role—especially when combined with digital touchpoints. By integrating AR technology, Unilever has created an omnichannel experience that guides the consumer from the physical to the digital world, blurring the lines between offline and online engagement.
Saurav Karanjeet, Head of Marketing at Unilever Nepal, emphasized the campaign’s strategic intent, stating: “Innovation drives everything we do at Unilever. Whether through new products or cutting-edge technology, we’re always seeking ways to enhance the consumer journey. This campaign merges print media with digital technology to deliver a more valuable and engaging experience.”
Reimagining Print in a Digital World
This campaign not only marks a milestone for Dove but also sets a precedent for the advertising industry in Nepal. It demonstrates how print advertising can be revitalized through innovative approaches that integrate digital technologies. AR serves as a powerful tool to enhance traditional media, making it more interactive, engaging, and measurable.
Ujaya Shakya, Founder of Outreach—the creative and media agency responsible for conceptualizing this cutting-edge campaign—expressed his pride in being part of this initiative. He said: “Happy to share this Print Media Innovation that transforms a simple newspaper ad into a TVC using your smartphone. This achievement was made possible thanks to the trust and collaboration of the Unilever Brand Team and Team Outreach. We are excited to continue pushing the boundaries of media innovations in Nepal.” He also emphasized how this campaign reflects a growing trend to blend traditional advertising methods with technology to create unique consumer touchpoints. The seamless combination of print and technology enhances consumer engagement, allowing them to experience the benefits of Dove Bar effortlessly.
By merging legacy media with cutting-edge digital solutions, Unilever and Outreach Nepal are paving the way for a new era of hybrid marketing strategies. This approach shows how traditional formats, when paired with modern technologies, can remain relevant and effective in the evolving advertising landscape.
A Vision for the Future
As brands continue to explore innovative ways to engage their audiences, campaigns like this will become a key reference point for marketers looking to keep traditional media alive while embracing digital transformation. The Dove campaign is a blueprint for how brands can extend the life and relevance of print ads by integrating them with digital technologies to create more impactful consumer experiences.
In an increasingly digital world, this campaign encourages brands to rethink their approach to media planning, highlighting the untapped potential of combining print and AR technology to create truly unique and engaging touchpoints for consumers.
