We wanted to create an unexpected execution to transmit the superiority of the product, where most products look the same : the shelf.

Lightness is a value which is hard to represent in communications, particularly in store where ' putting on a show ' is pretty difficult.

So we created a display unit using magnet technology which gave us tow immediate visible results:

Showing the product literally flying over its competitors.

Giving consumers the opportunity to touch the lightness of the product, making it a chore concrete and tangible value.

IMPLEMENTATION

Phase 1: POS

The display ' grab the lightness ' is positioned among its competitors inside some points of sale in the city of Milan.

Vitasnella Greek the lightest yogurt in its category on the Italian market, was chosen for the test.

Hidden cameras were positioned inside the display so we could film people's reactions.

Phase 2: Digital PR

Using the photos and videos taken during the display activity at the POS a digital media PR Campaign was activated. It covered of all main communication, marketing and retail websites.

TIMELINE

POS: February 2017- March 2017

Digital PR : April 2017

PLACEMENT

The display ' grab the lightness ' is positioned among its competitors inside some points of sale in the city of Milan.

To favour phase one of the activity independent POS were chosen.

SCALE

10/15 independent points of sale in the city of Milan

CONSUMER AWARNESS

7x attention time on the shelf

97% spontaneous recall outside POS

100% activation positive sentiment

95% brand recall.

MEDIA IMPRESSION

Total online Views: 1.112.890

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