Garnier is a brand that aspirants identify with. People who are looking for products that add value to their look and that promote an overall feeling of wellness from the inside out. Mo-Tseleng Experiential Marketing was tasked with the job of driving volume through mall activations. The campaign was designed to make Garnier top-of-mind across national touchpoints in all major regions for shoppers, thus prompting awareness, driving trial and conversion and therefore extending the brand's footprint nationwide.
The appeal of mall activations relies on the consumer's psyche in tight times and plays to the consumer's need to spend wisely. "There is a huge difference between spending a lot and spending wisely," says Athy le Roux, CEO of Mo-Tseleng Marketing. "Communicating this to consumers so as to be sure they see the value in it for them was paramount to the success of this campaign!"
A home-to-store model was brought to life through a radio burst that prompted consumers to get down to participating malls for great discounts on quality Garnier products. The mall is a 'stomping ground' for the Garnier market who want to look and feel good about themselves in a place they can have fun and shop at . This set-up was one that essentially leveraged a captive market in a high-reach area.
The mall activation included engaging with promoters for a free skin consultation that links back to the USP for Garnier products. Consumers would be directed into stores where in-store promoters leverage the opportunity for trial and conversion at the time of purchase. Education around the product and the added value (because of the mall activation) is triggered by incentivising their purchase.
Once they have completed their purchase, they would have it validated at the mall activation that offered on-the-spot prizes of airtime, gym contracts, Garnier products and cellphones. "There's a great sense of talkability from consumers who leave an activation with something of value that they got just for being there. What she says about the experience on her way home becomes your brand's walking billboard. So... the pressure's on to make it great!" says Athy.
The "Be smart. Buy Smart." message was carried across all touchpoints in synergy. The motivation was to: Get consumers to store; Buy smart (Garnier); Attend mall activation; Scratch to win, and finally, SMS your details to the number provided and enter for your chance to take pampering to the max with a holiday valued at R50 000. The campaign proved to be a huge success for Garnier.
Mo-Tseleng provides a hands-on experience to the target market for their clients. This is the crux of experiential and with our tried, tested and trusted services that range from sampling, pack collection, retail and wholesale promotions, educational and community programs, to strategy, implementation production and experiential radio, research and community TV - Mo-Tseleng is perfectly placed to partner with you in bringing your campaign to life.
With a great product, a powerful concept and effective, consistent management and measurement, Mo-Tseleng takes brands into the homes and hearts beyond their targets. We are proud to say that we conduct exhaustive research on experiential, channel and lifestyle choices of the vast consumers targeted for your campaign. Mo-Tseleng consistently charters new territory and develops new and unique platforms to attract, maintain and convert the attention of the consumer into bottom line results.
Mo-Tseleng is an experiential marketing weighted agency. Mo-Tseleng has had over 14 years of expertise in the field of experiential marketing and has a vast national infrastructure of operational personnel.- more....
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.