To raise awareness and visibility for the new product, the Extivation consisted an outdoor mini experiential zone coupled with Mediacorp’s OOH Media outdoor digital screen. Dove Oxygen Moisture Body Wash is targeted at women aged 30 to 45 years old. The location was strategically chosen for its high human traffic and its proximity to points of purchase at 313 Somerset and Orchard Point.
The Extivation included a shower area and two portable sinks. Passers-by can try out the new Dove Oxygen Moisture Body Wash and experience how hydrating the body wash is for their skin, yet surprisingly light. Promoters dressed in white bathrobes were on-site to assist in the entire process. Dove-scented bubbles were also periodically released to garner attention from passers-by and alludes to soap bubbles formed whilst bathing, adding to the whole atmosphere.
Additionally, there was a digital counter that tracked the number of people who have tried the product and liked it. To wrap up the interaction process, passers-by were also asked to write the word ‘light’ on a balloon and release it into an allocated space. Both the counter and the number of balloons released serves as a visual testimonial to the product proposition. Advertisements for the product were also played from the digital screen above the activation area to complete the whole immersive sensory experience.
As part of the campaign, Dove also bought into Mediacorp OOH Media’s island-wide 6-sheet network for 4 weeks from 2 to 29 March 2017. The locations of the panels covered places near offices and key residential areas to raise awareness and product recall amongst the target audience.
Vicki Ting, Brand Manager, Unilever Singapore said, “The Extivation allows us to engage our target audience on the move on a deeper level, igniting their senses via a multitude of platforms and activities – enhancing product recall and creating paths to purchase.” Henry Goh, Head of OOH Media said, “Extivations such as these allows brands to effectively communicate with consumers on a more personal and direct level. We can provide a full sensory experience whilst helping to create personalised experiential engagement that deliver a holistic brand experience to their target audience.”
Media Agency: Mindshare Singapore
Creative Agencies: Mediacorp Creative Services and Artberry Co. Ltd, Thailand
About Mediacorp OOH Media
Mediacorp OOH Media – The outdoor advertising arm of Mediacorp Pte Ltd. Appointed to manage all large format & digital screens in 321 Clementi, Bugis Street, Burlington Square, Chinatown Point, iFly Sentosa, JCube, Jubilee Square, Junction 8, Orchard Gateway, Orchard Towers, Safra Punggol, The Star Vista, Westgate, as well as close to 1,300 bus shelters, On the Move Billboard Trucks, taxis, coaches, Eng Wah Cinema and various ambient advertising options such as 3D Mapping Projection.
Assistant Vice President, Mediacorp OOH Media
1Extivation: Activation Marketing that comprises of a full sensory experience