One BIG Adventure!

The Challenge

Savlon was experiencing low awareness of its product ranges amongst mums with young kids. Our task was to raise awareness focusing on Savlon’s three-step ‘Cleanse, Treat and Protect’ routine in order to drive product trial.

Applying Buyologic®

We identified the dominant shopper mindset as ‘secure’ with an unwillingness to take risks when seeking treatment for children’s cuts and grazes.

Using our Experiential ROI Tool, we identified experiential activity in shopping centres as the perfect opportunity to capture the attention of mums who were out and about with their kids, and educate them about Savlon’s tried & tested antiseptic properties.

We created a fun-filled, inflatable obstacle course based on Savlon’s ATL campaign, giving kids the chance to run riot and race each other, with the goal of ‘posting’ dummy packs of Savlon into boxes that reflected the three-step routine.

Whilst the kids were having fun, our brand ambassadors educated mums on the Savlon portfolio, handing them the “little book of Savvy”; a booklet of helpful tips for mums. They were then incentivised to go to their nearest Boots or Superdrug to purchase.

Tools

Shopper & Experiential ROI

Shopper Journey Planning

The Results

+72%

increase in awareness of the Savlon range amongst mums

94%

bought or intended to buy Savlon as a result of the event

+490%

average uplift in sales in nearby stores

1.2m

people had the opportunity to see the campaign

22k

mums engaged, whilst over 6,000 kids took part

“The recent Savlon ‘One Big Adventure’ campaign delivered outstanding uplifts and was able to engage consumers in the 3-step routine in a fun and relevant way. The smp team are great to work with and I have 100% confidence that whatever I brief them on they will come back with brilliant ideas that are on brand and executable.”

Amy Wright

Brand Manager, Savlon

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Get in touch

Got a question, query or just want to find out more?

Contact Mark Burgess on +44 (0) 203 923 4831 or +44 (0)78 0903 0523. Alternatively, fill out the form below and we’ll get back to you before you know it.