Customer Profile
Manufacturer and marketer of consumer brands in more than 150 countries with worldwide revenues in excess of $19 billion in 2008.

Business Situation
Launch a new segment of its flagship brand in Canada.

Mandate
Introduce the new product to consumers through unique experiences in high-traffic malls and retail partner stores across Canada. Build a database to generate leads in future campaigns.

Solution

Mall events offered a conspicuous installation that allowed for hands-on experience of the new product, live interactions with trained Shopper Converters and distribution of coupons and display of TV commercials on monitors. Consumers were invited to have their picture taken on a blue screen. Our team then incorporated their images into the catchy new advertisement, which was sent to their home via e-mail.

Consumers were fully immersed in the program and bonded emotionally with the new product and brand. Retail roll-out also featured the unique blue-screen experience and a touch-and-feel demonstration of the product. Our Shopper Converters also encouraged sign-ups for the brand’s loyalty program.

Results
• 12-week program
• 304 event days
• 7,597 consumers agreed to fill in the survey
• 87% agreed to be contacted by the brand for future promotional offers