Philips give 200,000 a great idea for Christmas

Challenge

We were asked to develop a high profile roadshow that would promote a range of eight grooming products. Consumers needed to be able to receive a high quality demonstration of any of the items on display.

Additionally, the roadshow needed to drive immediate conversion to purchase via key retailers sited within the shopping centre that were used as the forums for the activity.

Solution

The strongly branded stand used innovative design and lighting technology to showcase the product ranges. The ‘pod’ format allowed consumers to get ‘hands on’ with the products as well as creating a focus for the promotional team’s demonstrations

Our staff were given extensive product mastery training and provided live demonstrations throughout the day.

One member of the promotional team was responsible for merchandising and energising the relevant retail locations within each centre.

The team also provided a free gift-wrapping service to anyone who bought on the day of the promotion.

Results

200,000 consumers were engaged.

98% of consumers who received a demonstration rated the experience as ‘Excellent’ (77%) or ‘Very Good’ (21%).

82% expressed an intention to purchase.