The promotion was called Engage with Valentine offer. The brief given to the MOMS was that during Valentine’s Day, Engage Deo wanted to ‘engage’ with couples in a unique way.
The idea involved designing a promotional campaign at different cozy touch points.
Unique Couple theatres seats were installed (converting two seats into one) at INOX of South City, Kolkata.
Special Engage Glass was made for couples (two drinks served in one glass). Lucky couples with the Engage seats got free Engage drinks coupled with bottles of Engage deodorants.
The promotional activity was carried in coffee shops (CCDs) also with lucky couples getting free Engage coffee
Couples were delightfully surprised with Engage promotion which resulted in 15 per cent increase in sales among its audience in Kolkata.
This activity has got an award in the category of Ambient Media in the recently concluded OAC at GOA.
Nilanjan Mukherjee, Head of Marketing, Personal Care Products Business, ITC said, “The brand Engage and its proposition of playful chemistry has caught the imagination of the youth in India. We are delighted that our unique experiential consumer engagement in multiplexes and popular youth hangouts has been awarded at the prestigious Outdoor Advertising Awards. This recognition is an encouragement to continue exploring myriad ways of engaging consumers who are actively seeking superior brand experiences. ”
The activity was carried by MOMS OUTDOOR MEDIA SOLUTIONS PVT LTD (OOH division of Madison World).