Here's the deal. You've just launched a breakthrough product. It's loaded with benefits. The internal launch was great.
And now, the challenge : you've got to get sales to master the fine print, handle customer queries, be fluent on process modalities, et al. Without mailing them boring powerpoint presentations, putting them to sleep at sales trainings, or giving them piles of documents to read.
International Women’s Day is celebrated on the 8th of March every year and that Palmolive Aroma decided to use this day to promote their Aroma products so that Women all over the country got an opportunity to experience the “difference”. So the brief was clear. Get as many people as possible using the Internet medium to experience Palmolive Aroma products, pay tribute to women while building a strong association of the brand with them.
Palmolive Products are positioned at the high end of the segment and are available only in the major metros. These products are designed to “massage the senses” so as to make the user energetic and relaxed. The product range comprises of Soaps, Shower Gel, Hand Wash and Talcum Powder in two variants – Energy and Anti-Stress.
Driving Traffic
Banners were displayed in the Movie, Business and News channels on www.rediff.com a prominent Indian portal.
Information about the contest was posted in various community eGroups. The message was short and crisp – Great contest on www.colgate.co.in Take part to win an exciting prize.
Banner on the Colgate India home page to channel regular visitors to the site towards the contest
Microsite
A microsite was designed to introduce Palmolive Aroma products along with the tribute to the gender of senses – Women. An attractive flash based home page was designed to enhance the experience. The contest was titled “Grab an Aroma” which was very apt considering the nature of the contest as well as maintaining the relationship with the brand and its core deliverable. The visitor was expected to register first so as to play the contest. Now the visitors could re-login and play the game as many times as they liked but they could only win once. On successful registration the visitors were taken to the game page where the game along with its rules and regulations was displayed. Developed using Macromedia Flash, the game was simple one with a twist. It was designed to be exciting but also easy so that almost everyone who took part had an opportunity to win, but it also had to have an element of difficulty.
The game panel had shelves with both variants of Palmolive Aroma products displayed. A shopping cart was placed in a prominent position and the visitor had to collect as many products as possible in 7 seconds. After the 7 seconds the application would time out and the results were displayed. The twist was that two variants on the same product couldn’t be collected simultaneously. If this happened then it would deemed as an invalid collection and these two products were deleted from the final tally. Anyone collecting more than 6 valid products in the stipulated time won a prize of a Palmolive Aroma Shower Gel with a Loofah.