MUMBAI: OMG India, retail and shopping marketing solutions company, was recently appointed by Air Wick for an in-store communication. The objective of the campaign was to bring alive the theme of the brand’s new TVC – Turn on Romance - across major retail outlets.

Using an innovative shelf vision banner and shelf vision TV, they endeavour to educate shoppers for keeping air freshener as part of home decoration.  

The innovative elements were creatively designed for the purpose of allowing shoppers to interact with the brand, and with use of sensorial elements shoppers could experience Air Wick’s fragrance. It was the multi-sensory approach providing valuable experience and insight into Air Wick’s fragrance along with the shelf TV which attracted the shoppers to watch the TVC.

The shelf vision banner included a mechanism that would release a whiff of Air Wick’s fragrance. This mechanism acted as an interactive element in the structure built as a mock-up house. The consumer’s sense of smell would instantly be engaged, therefore resulting in a sensorial experience which impelled the consumer favorably towards the brand.

According to OMG Asia MD and head Ashwini Kharbanda, “OMG-Asia is dedicated to create ‘out of the box’ features and new technology packed into our marketing solutions. With Air Wick, our challenge was to create unique innovative shelf vision TV, shelf vision banners and FSUs that could help shoppers relate to the brand and get informed about its “Turn on Romance” proposition. The solutions we designed incorporate the essence of this campaign with panache and have been successful in creating a buzz about the product.”

In addition, fragrance testers, floor standing unit, pillar branding, endcap and sidecap branding were installed to ensure each shopper notices the brand.

The entire retail activity took place across 65 top stores all over India in modern trade chains like Star Bazaar, Hypercity, etc.