Gillette Mobile Tour Combines Science and Technology
A mobile campaign promising to reach out and touch the “goddess” hidden inside every woman better have one helluva rig behind it. And it did, once Pierce hit the road with a Venus in Motion tour stacked with museum-styled displays placing end-users at the heart of intimate, personal and relevant experiences.
At tour stops, women were given Venus Revelation Passports, credit-card-styled event passes that functioned as keys inside the vehicle. A portal-type entrance was accented by video monitors showing live-action images of interior happenings as well as continuous Venus TV spot loops. As women approached, the truck doors opened automatically and a female voice came on and invited them in.
Once inside, visitors discovered that the Passports activated multiple touch screens mounted on the reflective walls, each with a different interactive (beauty quiz, trivia, horoscope). They moved from one museum-styled display to the next, eventually moving into the Revelation Theater. Using rear-projection screens, the theater grabbed consumers’ attention with a multimedia video montage.
A product area followed the show, with brand-centric vitrines demonstrating key Venus features, proper storage and blade replacement. (Factory dulled razors were mounted on retractable cords for comparison touching and feeling.)
The final Revelation Station doled out digital camera e-cards and collected data. Outside, an expandable stage was the focal point of karaoke shows, trivia contests and Goddess Grab Bag activities.
The mixture of science and technology proved a winner for the five-month tour, which achieved 104 percent of its interaction goal across 68 cities in 40 markets (28 states). Some 1.1 million interactions were made (410,346 targeted communications), 152,772 Passports were distributed, and 453,9777 coupons were handed out. Sharp!