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The Challenge

The objective was to develop an experiential marketing activation for Shoppers Drug Mart that created desire for the 2017 Top Pick 100 curated products while positioning themselves as a health, beauty and convenience influencer. The activation needed to generate buzz, excitement and shareable content while ultimately driving back to store for purchase.

We wanted to provide customers with an interactive experience to educate and create desire for featured products while gaining trust in Shoppers Drug Mart.

The Insight

Consumers feel overwhelmed and confused about what products are right for them and their family. They stick with what they know, even when they are interested in breaking out of their traditional routine and trying something new.

When looking for inspiration, or when they want advice on a product that piques their interest, they turn to trusted sources - like friends and family, or customer reviews.

Knowing someone they trust endorses a product helps them overcome any inhibitions to try. They also feel great when their purchase decisions are validated by others.

The Idea

In order for consumers to envision the “Top Picks” products in their own homes, we created the Shoppers Drug Mart Top Picks House, featuring life-sized room vignettes displaying where each product fits within the home –kitchen, bedroom and bathroom. Customers engaged through Augmented Reality, a photo wall and a makeover station, before receiving a gift bag including a custom brochure and coupons/samples. 

A world-first Augmented Reality experience was created where consumers were able to activate the AR through a URL on any personal device or tablet. A Brand Ambassador led consumers through the experience using product “triggers” to activate the experience.

When the consumer focused their smartphone or iPad on a trigger (logo), the product would come to life on their own screen through interactive animations along with information, benefits and in-store point offers. 

Consumers also received complimentary makeovers before capturing their photo against a branded backdrop using the custom-designed Snapchat filter. Consumers were then encouraged to share the photo on their social media channels. 

To extend the reach of the program, we created an influencer program generating unique stories both pre and post-event to drive awareness of the Top Picks initiative.

Results

Dawn 40 Years

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