Pears Soft and FreshMall Activation

Submitted By:

Gaurav Garg

Birla Institute of Management Technology

SUBMITTED TO: Mr Mrunmay Mehta Brand Manager (Premium Skin Care) HUL Mumbai

Introduction:

To get LSM 8+ Mother-daughter Pair to experience an on ground activity to increase the awareness about the Pears soft and fresh by the medium of augmented reality in which they are transformed into princess.

Single most important point to communicate

Just like a magic touch transforms Cinderella, a touch of Pears S&F keeps you fresh & your skin hydrated to look young & beautiful even during summers

Practical Considerations for Execution:

To be done in a place which has high frequency of mother –daughter visitors

Setup should be premium and grand

What people think v/s do

Current Desired

Think - I am not really sure what pears soft and fresh is?

- I need fresh benefit for summers

- I know that pears soft and fresh keeps the skin fresh and moisturized even in summers

Do - I have never tried pears soft and fresh - I will try pears soft and fresh

- I use Dettol cool for summers - I will buy pears soft and fresh instead of Dettol cool

Digital v/s On ground

Initially it was decided to conduct an on ground activity and shoot the activity to promote it on digital

The ideas didn’t had a brand connect

Later it was decided that instead of promoting and creating a buzz online , an on ground buzz creating activity should be done.

Ideas

Many ideas were taken into consideration namely :

Every Mother A Pears Cinderella

Daughter is blindfolded and 6 different women are made to stand in queue . Daughter has to identify her mother by touching her cheeks. Expected Reach 200 pairs. This was a replication of the dove experiment and hence was discarded.

Budget – 6 Lakhs

Princess Buzzer :

The target group has to press the buzzer which activates the activity. Many random things including giving royal treatment to mother and daughter , a musical parade surrounding tg etc happens . Expected reach 100 pairs

This idea was good to put on digital media.

Budget : 10 Lakhs

Pears Castle

A castle made of ice where mother and daughter will be pampered unlike in a spa. Expected outreach 200 pairs

Budget : 12 lakh

Digital Augmented reality

In this activity mother and daughter will be transformed into a princess virtually. The activity will be conducted at a location with high crowd intensity (like mall) expected outreach 400 pairs

Budget 15 Lakh

What we did?

We did an on ground execution to increase awareness about the pears soft and fresh among people by providing a magical experience to mother and daughter by the medium of augmented reality in which they were transformed into princess.

The pears princess AR activity was chosen because :

The technology is new

More number of people can experience the activity.

It is Interactive

We could convey the message about the brand connectivity with summers easily

It attracted people

The same software can be used multiple times to perform the activity at multiple locations

Where we did the activation?

We did the activity at Infinity-2 mall Malad Mumbai

The activity was carried out for two days.

Days chosen were Saturday and Sunday as on weekends there is high frequency of crowd

We made mother and daughter stand in front of the large screen

The Activity

To bring the summer connect we induced the sun element

As soon the soap bar comes in front of screen the sun fades away

To show the transparency of the bar we induced a bar on screen and the TG can see themselves from behind the bar

Now the Augmented Reality activity starts

The mother is asked to raise her right hand

As soon as she raises her right hand virtual princess dress appears on her at the screen

Then the daughter is asked to raise her right hand

Cinderella dress appears on her at the screen

Then the mother is asked to choose the dress for her daughter by hand gesture

Then the necklace

And finally tiara

Fully dressed in princess attire mother daughter’s pic is clicked

As a souvenir the hard copy of the pic along with the pears hamper is given to the participant.

The TG were asked to fill a form for spont analysis and share the picture online.

AR Pears- Cinderella

  One LocationMultiple Location (in Mumbai)

Multiple Location (outside Mumbai)

Fixed Cost 8 lakhs

----

----

Variable Cost 7 lakhs 4Lakhs 5 Lakhs

 

TOTAL 15 Lakhs 4 Lakhs 5 Lakhs

Reach at infinity 2

Number of TG participated 800

Total 800

Cost per reach

Total cost (setup+execution+hampers) 1550000

Total no of participants 8000

Cost per reach 1937

Comparison of Cost of execution at one and multiple locations.

Infinity mall Ghatkopar IndoreAt 10 Diff locations

Fixed cost 8

Variable cost 4 5 2 20

Footfalls 800 1200 350 3500

CPC 1500 850808.510638

3 666.6666667

Cost per reach without fixed cost and with prior announcements (Within Mumbai)

The number of pairs taking part is 1000 . The total cost varies depending on location

Total cost (setup+execution+hampers) 350000

Total no of participants 2000

Cost per reach 175

Findings

The cost per reach varies with number of participants and location.

With increase in participants the cost per reach goes down and

It goes up if the activity is performed at a prime location and vice versa

Questionnaire for spont awareness

Have you heard about Pears soft and fresh?

Would you recommend to your family & friends?

How does it affect your skin ?

Are you aware about the activity ?

How was the overall Experience

Response

 Have you heard about pears soft and fresh?

Would you recommend pears soft and fresh to your family & friends

Are you aware about the activity (random people)

Yes 95% 90% 95%

No 5% 10% 5%

When asked how does it affects your skin?

80% replied it softens the skin and gives refreshing feel

10% said it smoothens the skin

Another 10 % said it moisturizes the skin

When asked how was the overall experience ?

99% of people said that they had an amazing experience and want such activity to happen in future again.

1% of people had trouble understanding the technology.

Recommendations

Considering the activity to be a pilot project

Overall it gave amazing experience to people

The cost of reach is very high (approx. 1900/person)

To reduce the cost of reach the entire activity can be replicated multiple times at multiple locations across country.

The fixed cost will be same and execution cost has to be paid.

Without any form of publicity we were able to reach approx. 1000 people .

If the publicity of the event is done internally in the mall many more number of people can take part in the activity. This form of publicity would be cost effective in comparison to digital or print.

With the increase in number of participants the cost per reach comes down.

Even after replicating the activity at multiple locations the CPC is fairly high though the activity is good for brand building.

Pictures of the event

Thank You