EXPERIENTIAL / INNOVATION / SAMPLING / OOH / DIGITAL / POS
We knew that shoppers saw supermarket ‘air enhancement’ products as lower quality. We also knew that traditional communication couldn’t convey the quality of Air Wick Black candles and get people past their preconceptions. We had to get them to experience it.
The Air Wick Tunnel. A world first activation that turned an ordinary escalator into a unique sensory journey with Air Wick Black candles positioned in the velvet-lined walls ‘escalating’ the mood, delivering a gorgeous experience that affirmed Air Wick’s high quality scent.
Digital and proximity media drove engagement and an incentive that linked to point of sale closed the loop to transform sales by 720% in proximity stores, touching 173,000 individuals and helping the brand take #1 category spot.