Experiential shopping centre awareness tour, designed to engage both busy mums and their children.
Savlon is a well known brand amongst mums, however it is primarily perceived as just a cream rather than and all round First Aid Solution. Savlon has a large range of products that offer mums a better way to treat cuts and grazes by cleansing, treating and protecting (known as the 3-step process) which utilises the entire portfolio of products. Our challenge was to make mums aware of the breadth of the Savlon range and how they compliment each other when dealing with wound care.
The objectives were to:
- Increase consumer awareness & trial of the entire Savlon range
- Attract a younger audience of 25-45 year old mums
- Educate mums about the 3-step process
- Support key accounts by driving sales on the day
We created a huge inflatable course that generated excitement in shopping malls and encouraged kids and mums to engage with the 3-step challenge.
Kids took one of each of the range (plasters, wipes etc) and raced over the course, posting the products in the correct boxes at the end of the course (cleanse, treat or protect). Whilst kids were having an adventure, mums were walked through the 3-step process via promotional staff and given a booklet that explained the range. Mums were incentivised to purchase in Boots/Superdrug with a complimentary picnic gift.
Details of the activity:
- 22,000 mums were engaged
- Over 6,000 kids took part in the 3-step challenge
- Approx 1.2 million OTS
Against objectives (using post-event consumer questionnaire):
- 71 % of mums had increased awareness of the range
- 88% of mums engaged were under the age of 44
- 53% said they had a better understanding of the 3-step process
- Average of 490% uplift in sales in stores near to the activity 95% said they had bought or intended to buy from the range since the event
- 45% said they would recommend the products to a friend
Trying to engage a consumer with a relatively new education message whilst they are concerned about their children getting bored can be a challenge. This campaign certainly demonstrated that when mums are satisfied that their children are entertained, they become a lot more promotionally responsive. The success of the campaign was built on this premise.