To drive trial of its allergy control product portfolio during peak allergy season, Merck Consumer Care Canada activated a suburban-style pop-up in bustling urban centers in three major cities. The Allergy Relief House visited Vancouver in April and May, Toronto in late May and June, and Montreal in September. The 30-foot by 40-foot structure, complete with white picket fencing and artificial turf, included three rooms with environments representing each product being promoted—Claritin, Aerius and hydraSense.
Upon entry, consumers checked in at an iPad station loaded with a questionnaire about their symptoms in order to develop a profile. From there, he or she was directed to the product room recommended for them, which offered a range of experiences explaining allergies, allergy symptoms and ways to mitigate them through simple changes around the house, or through medication. Under a high-tech microscope, consumers could analyze allergens or, they could take part in interactive presentations on over-sized touch screens. In the “backyard,” they could consult with an allergist or pharmacist onsite, purchase the product and then opt-in to follow the brands on social media or join membership platforms, such as the hydraSense Dolphins Club, which offers coupons and partner discounts.
“Our aim is to create a memorable brand experience with our consumers,” Mathieu Paquette, senior product manager at Merck Consumer Care Canada, told Buzz. “This way, consumers will develop an emotional connection with your brands so that they are top of mind at time of purchase.” Agency: Vibrant Ideation & Marketing, Montréal.