case study of fem hrs college demonstration @ 22nd feb 2010

Case Study Hair Removal System

Background

Dissonance for the hair removal system exists in the mind of consumers as it is perceived that when you apply any hair removal cream the ‘ph’ of the skin gets disturbed - the skin becomes rough and dry

It can be demonstrated visually by using a litmus paper which turns blue

However when you apply the skin nourishing lotion after the Fem hair removal cream, the ‘ph’ comes back to normal due to the unique formulation of jojoba oil, aloe-vera and calamine and the litmus paper does not change color

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Objective

• Remove the dissonance

• Build awareness

• Induce trials

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The Challenge

• Ensure a captive audience of the right TG

• Demonstrate “ph” factor effects

• Induce trials leading to sales

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The thought process

• The TG predominantly should be young females

• Demonstration had to be attractive to ensure larger audience

• Demonstration had to be short to ensure

– Complete attention during the demonstration

– Larger turn around would mean reaching to larger numbers

• Demonstration had to be complete & convincing to remove the dissonance

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The strategy

• Girls colleges & hostels would be ideal • Have kiosks with the latest creative as the

backdrop • Have side panels (on both sides of the kiosk) with

the product creative • Have a short film/recording being played on a TV

screen/loud speakers detailing the product features

• Ensure smart girls in attractive uniform, man the kiosks to interact with the audience

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Execution – Broad plan

• Getting permissions from college authority to allow installing kiosks in the premises was the challenge

• Designing the kiosk was undertaken by the creative team & presented to the client

• As this activity was spread across many towns across different states, the kiosk had to be portable without compromising on the aesthetics

• Leaflets & the product information that was to be presented to the audience was created by the client

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Execution – Finer details

• Using our resources, we could get the permissions from girls colleges & hostels

• Stationed two for the actual demonstration

• Stationed two girls for explaining the product using the flip chart

• Stationed one girls to invite the respondents to the kiosk

• Had the TV creative running continuously in the back drop

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Execution – Finer details

• Respondents who agreed to test the product on their hands were given the demo & given a leaflet.

• Respondents who did not want to try the product were explained using the flip chart & given a leaflet.

• Respondents who were not willing to come to the kiosks were given the leaflets.

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The Creative

Kiosk – the initial design

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Kiosk – actually used in the activity

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The leaflet

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Visual Aid – Flip chart Flip 1 Flip 2

Flip 3 Flip 4

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Visual Aid – Flip chart Flip 5 Flip 6

Flip 7 Flip 8

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Visual Aid – Flip chart Flip 9

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Action scene

College students giving their feedback and giving product leaflet

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Students / girls explained FEM HRS on flip chart

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Demo in progress

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Demo in progress

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Students in group watching demo in progress

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Result

Sr City

Number of

Colleges /

Hostels

covered

Exposure Demonstrations Product

Bought

1 Mumbai 33 10158 1044 214

2 Pune 20 8867 918 61

3 Nagpur 19 6570 836 199

4 Nasik 5 3000 97 34

5 Ahmedabad 12 5214 605 110

6 Baroda 10 3329 250 31

7 Delhi 19 9616 1212 113

8 Agra 6 2970 800 15

9 Allahabad 8 1887 230 35

10 Kanpur 21 5176 876 19

11 Lucknow 27 8371 1265 115

12 Chandigarh 9 4017 504 14

Total 189 69175 8637 960

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Result

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