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Surf Excel: Surfing for Finesse

By Dipanjan Mukherjee | July 12, 2013

HyperCity welcomed the launch of Surf Excel new liquid detergent by creating multiple touch points so the brand along with a clutter breaking unit created by Spectrum Scan Pvt Ltd created strong impact.

Surf Excel recently launched their new liquid detergent at HyperCity and to engage consumers with brands in the best possible way to create a lasting impact,  HyperCity created floor advertising which covered the entire aisle, a large cutout at the entrance and branding at the queue controllers while Spectrum Scan Pvt Ltd created the unit.
 
To promote the brand's message of removing stains'2*better stain removal than powders', Surf Excel along with HyperCity  created an elaborate campaign which includes floor advertising which actually spread over an entire aisle to lead the shopper to the Surf Excel unit which was perched right at the end of the aisle. The huge floor advertising was hard to miss. Along with floor advertising there was also a huge cutout of Surf Excel at the entrance greeting shoppers which made the campaign gain high recall value.
 
Darshana Shah, Senior VP–Marketing & Visual Merchandising, HyperCity Retail, said, "At HyperCITY we have always been open to new innovation to promote brands. To create a right customer connect for the brand, we positioned the brand in a manner which would grab their attention immediately. We positioned the brand at places where the consumers could see the new launch much before they reached the product rack. Consumers could see the floor branding while passing through the aisles. The floor branding was present where the products were kept in primary aisle, giving maximum visibility to the brand. Also the entire aisle was covered with floor graphic to create recall for the brand when they reached the designated aisle.” The key objective of the brand was to reach its audience by making it visually impactful and creating a greater recall.
 
The unit which was found at the end of the aisle was primarily made up of MDF, with PU paint coated in white, tinted acrylic side flats, and copper ink cut out. As the packaging of the Surf Excel is in vibrant orange color, the white background of the display makes it pop out giving high visiblity. The unit can be accessed from all the sides with two shelves on front and back while side shelves enjoyed three shelves. With branding on bottom of the unit communicating'2*better stain removal than powders', the top branding has surf excel bottle replicating a fountain with water splashing from its top. The branding at the top also has the communication of'2*better stain removal than powders. The functional white unit can easily stock more than 30 units at one go. Adds Amit Shah, MD, Spectrum Scan, "The brand wanted a clutter breaking unit found from a distance hence we created a highly unique display where all  products can be accessed from an 360 angle.”
 
The branding campaign for Surf Excel ran for two months and the planning for the campaign took around 20 days prior to activation. The target audience for the campaign were all the planned and unplanned shoppers visiting HyperCity.
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