Briefed to target a predominantly female audience in a high volume but high engagement manner just prior to the summer holidays, we chose Auckland’s Sylvia Park Mall as the optimum location for OVI Hydration. Bustling with both the lead-up to Christmas and the recent opening of Zara and H&M the foot traffic was guaranteed, our challenge was to stand out enough to grab the attention of shoppers and deliver a high quality sampling experience that was integrated with OVI’s social media presence.
We designed a site that was open and visually appealing, incorporating both analogue and digital elements. Highlighting OVI’s social channels and the focus at the time on summer hacks appealed to the core target and drove organic reach through the roof (90,000+ over the 11 days of the activation, 400% more than the preceding 11 day period). Over 600 shoppers contributed their own hack to the post-it wall and an integrated influencer promotion with Hannah Rogers (@The Modern Girl) generated over 700 entries to win a shopping spree with Hannah on hand to offer tips.
Last but far from least, we averaged over 2,500 chilled samples per day over the 11 days, hitting our volume objective without compromising on the consumer experience or brand values.