OMG India innovates to bring alive the festive season in stores for Air Wick

Company Brief

National, January 06, 2015

OMG India, a premier retail and shopping marketing solutions company was recently appointed by Air Wick for an in-store communication.The objective of the campaign was to bring alive the theme of the brand’s new TVC – Turn on Romance; across major retail outlets. Using an innovative Shelf Vision banner& Shelf Vision TV, they endeavor to educate shoppers for keeping Air freshener as part of home decoration.

The innovative elements were creatively designed for the purpose of allowing shoppers to interact with the brand, and with use of sensorial elements shoppers could experienceAirwick’s fragrance. It was the multi-sensory approach providing valuable experience and insight into Airwick’s fragrance along with the Shelf TV which attracted the shoppers to watch the TVC.

The Shelf Vision banner included a mechanism that would release a whiff of Airwick’s fragrance. This mechanism acted as an interactive element in the structure built as a mock-up house. The consumer’s sense of smell would instantly be engaged, therefore resulting in a sensorial experience which impelled the consumer favorably towards thebrand.

According to Ashwini Kharbanda, Country Head & Managing Director OMG Asia, “OMG-Asia is dedicated to create ‘out of the box’ features and new technology packed into our marketing solutions. With Airwick, our challenge was to create unique innovative Shelf Vision TV, Shelf Vision Banners and FSUs that could help shoppers relate to the brand & get informed about its “Turn on Romance” proposition. The solutions we designed incorporate the essence of this campaign with panache and have been successful in creating a buzz about the product.”

This creative strategy of sensorial Shelf Vision Banners and the Shelf TV Assist brings alive the brand proposition in stores. It also helps in breaking the clutter in a store. The sensorial element adds to the consumer engagement with the brand by allowing them to smell and try the fragrances and help them make the right choice in picking their favorite fragrances. These creative solutions bring the essence of Romance to life and allow consumers to experience the one-of-a-kind romantic aromas to help Turn on Romance.

In addition,fragrance testers, floor standing unit, pillar branding, endcap & sidecap branding were installed to ensure each shoppernotices the brand.

The entire retail activity took place across 65 top stores all over India in modern trade chains like Star Bazaar, Hypercity, MORE &Auchan.

For further information, please contact:

Sowmya Iyer

Email: Sibrand.communication@gmail.com

Mobile: 9999561984