P&G Experience is an event made for trade. In a context full of celebrities, brand booths and new initiatives, innovation was fundamental to catching the trade's attention and engaging it. So we looked for a simple element, capable of showing Brazilian know-how and the Brazilian relationship with P&G products: a home.

This house was a unique circuit of integrated projections, split into 9 rooms with furniture to scale, 3D rear projection and sensorial interactivity.In each room, a sketch showed the family's life, highlighting a P&G product in the story and interacting with the public.

The home became the main attraction at the event. More than 1,000 people including top trade representatives, the press and opinion-makers interacted with the display, contributing to a return on media of BRL 7m+, with more than 25m people impacted by the P&G Experience. The visit to the Santos Family gave the company a higher profile in terms of consumer knowledge. Trade engagement on new initiatives and promotions rose, with adhesion to the P&G Experience 95% higher than the previous year.