|Title||SCENTED STICKER TESTER|
|Product / Service||PERFUME|
|Category||B04. Use of Ambient Media: Small Scale|
|Entrant||WUNDERMAN THOMPSON Bangkok, THAILAND|
|Idea Creation||WUNDERMAN THOMPSON Bangkok, THAILAND|
|Park Wannasiri||Wunderman Thompson||Chief Creative Officer|
|Peerayot Pichitnapakul||Wunderman Thompson||Creative Director|
|Pinnawat Srisurin||Wunderman Thompson||Creative Group Head|
|Prim Kaiborriboon||Wunderman Thompson||Copywriter|
During the pandemic in Thailand ‘Covid sticker' becomes a new normal due to government regulations. It must be applied to your cloth as a mark that your body temperature is normal before entering malls or shops. As EveandBoy has our own shops that have to follow the same regulations, meanwhile with under a small budget to launch a new campaign to promote new fragrances. We saw this as an opportunity to create trials and drive sales to the brand.
Thai people are highly cautious to wear and to take off a mask outside their house after the outbreaks, which decreased the demand of people going to the cosmetic shop and testing the products. But EveandBoy wants to promote its new arrival fragrances on the shelf this year in a safe way for consumers to experience our perfumes and also support the government regulations at the same time.
We turn a ‘new normal’ into a ‘new media’. Eveandboy presents ‘Scented sticker tester’ by using the same technique to make fragrance tester strips and simply replaced normal covid stickers with our ‘scented stickers tester’ at the temperature checkpoints, to create trial and sampling that leads to the shop with less physical contact with staff by just giving them a scented sticker tester to make a purchase.
We turned the 'Covid sticker' procedure into our campaign strategy. Not only targeting perfume lovers but we also focus on the mall shoppers. To create more trials we spin-off our scented sticker tester to use at other malls and shops in town to promote our new fragrances as well.
The campaign was launched at EveandBoy shops inside the Siam square mall within 8 days period. ‘Scented sticker tester’ using the same technique to make fragrance tester strips and simply replaced normal covid stickers with our ‘scented stickers tester’ at the temperature checkpoints, to create trial and sampling that leads to the shop with less physical contact with staff by just giving them a scented sticker tester to make a purchase.
We create sampling anywhere and anytime when people enter the mall. The sale is a 30% increase and 25% more traffic in-store.