How we used Experiential Marketing to help Savlon educate mums that it was more than just a cream.
Savlon was primarily perceived as just a cream rather than an all round First Aid Solution. They asked us to increase consumer awareness and trial of the entire Savlon range.
Savlon wanted to educate mums about Savlon's 3-step process of 'Cleanse, Treat and Protect' (while entertaining their kids) and to support key stockists by driving sales.
We targeted four major shopping centres where mums would be out with their kids in the right frame of mind. We created a huge inflatable obstacle course kids had to race over and then 'post' dummy packs of Savlon products into the right boxes (cleanse, treat or protect) at the end. While kids were having their adventure, mum was walked through the 3-step process and given a booklet that explained the range. Mums were encouraged and incentivised to go to their nearest Boots/Superdrug to purchase. Data was captured from as many mums as possible to allow thorough evaluation.
1.2 million people had the opportunity to see the activity
Over 22,000 mums engaged in the experiential event and over 6,000 kids took part
71% of mums had increased awareness of the range
There was an average 490% uplift in sales in stores near to the activity
94% said they had bought or intended to buy from the range since the event
Amy Wright, (now Ex-) Brand Manager, Savlon said, "The recent Savlon one BIG adventure campaign delivered outstanding uplifts and was able to engage consumers in the 3-step routine in a fun and relevant way. The smp team are great to work with and I have 100% confidence that whatever I brief them on they will come back with brilliant ideas that are on brand and executable."