Category
- Sales promotion
Sub category
- Sampling activity
Task
- Shake consumer’s perception that the secret to healthy hair lies in scalp care.
- Encourage Trial
- Drive Sales
Action
- ISPs were thoroughly trained and prepared to deliver the Key Message Message that “The scalp is the foundation of the hair, which means it needs to be nourished to give moisturized and beautiful hair “Healthy hair needs healthy scalp”
- Attractive booths were installed accross different KAs.
- 5 ft Tall Tree was installed in the middle of store in the middle of the booth for maximum visibility (to reflect the scalp,roots and leave concept)
- An engaging game was there for customers to win more than 1 raffle coupon for a chance to win 1 night stay at Jumeirah Beach Hotel with Dinner, Breakfast and full day access to the Spa and many other attractive prizes
Result
- 95% of the total reach were convinced to purchase New H&S Supreme out of which 34% were other brand users
- Around 60% of the existing H&S consumers who were upgraded to supreme.
- ISP was so persuasive that the stock got OOS at Carrefour Avenues
- The game was encourging consumers to purchase on spot to play and to try their luck.