OMG India creates in-store romance for Air Wick

The endeavour of the in-store communication was to lure shoppers in to making Air Wick air fresheners a part of home decoration

BestMediaInfo Bureau | Mumbai | January 7, 2015

OMG India, a premier retail and shopping marketing solutions company, was recently appointed by Air Wick to implement 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, the endeavour was to educate and lure shoppers in to making Air Wick air fresheners a 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 experience Airwick'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 favourably towards the brand.

In addition, fragrance testers, floor standing unit, pillar branding, endcap & sidecap branding were installed to ensure each shopper notices the brand. The retail activity took place across 65 top stores all over India, in modern trade chains like Star Bazaar, Hypercity, More & Auchan.

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.”

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