Avon Pampers Tour Visitors with an Expandable Spa - Event Marketer

Avon Pampers Tour Visitors with an Expandable Spa

DB_Avon_2004 ex
Brand: AVON
Agency: SPEVCO
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2004

Beauty giant Avon went mobile in 2003 to promote a new contemporary image, attract new users, and drive traffic to its network of Avon representatives.

Spevco’s (quadruple-expandable) spa on wheels was segmented into three zones. First came the Relaxation Zone boasting comfy sofas, soothing music, the latest beauty mags, and branded visuals. At the Talk Tables, consumers consulted with Avon-certified beauty advisors and received personalized tips. At the Kiss Collage, visitors could join celebrities by giving a smoochie to raise money for Avon’s cancer charity.

Zone 2 (light colors, wood floors) came next, sporting a 16-foot self-sample bar containing 500 Avon products staffed by certified advisors. Kiosks offered more information, collected names for lead-gen efforts, tied to avon.com, and dangled a sweeps. Two manicure stations offered free finger paintings while a makeover station gave free refreshers.

“As a direct-selling company, Avon’s 118-year history is built on creating personal relationships with women,” says promotions manager Jennifer Iino-Harvey. “Mobile marketing offers a unique extension of the one-on-one experience.”

Women interested in a more personalized consultation with advisors were invited into Zone 3, the final area of the truck. There, visitors were greeted by brand ambassadors who “booked” appointments. Once booked, guests used their appointment cards to access Zone 3, which contained six custom makeover stations, a plasma screen looping Avon ad creative, and advisors offering quality time.

“There was no single feature created to stand out from the rest,” says Larry Borden, Spevco’s director of creative strategy. “It was a total sensory immersion that built an emotional connection between Avon and the consumer.”

The 18-market tour generated 60,000 active interactions, besting initial goals by 43 percent. Throughput of 56,000 made goal, and advisor participation blew past projections by 18 percent. Self-sample bar traffic went beyond the expected by 90 percent, 361,500 samples were handed out, 79,000 Avon brochures distributed, and 75 million unpaid media impressions were generated. Beauty.

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