Wooing young shoppers at retail

Clean & Clear, the foaming face wash product from the stable of Johnson & Johnson, recently launched this captivating in-store campaign across India to connect more with their target group. The activity has been executed by Omni Marketing Group, India.

According to the brand, the campaign aimed at connecting with the'newbie's' i.e. teenagers between 12-18yrs from Sec A,B,C and encourage them to buy Clean & Clear face wash. The communication focused on connecting with the functional (# clean & clear skin starts here) as well as at the emotional level (# see the real me). Highlighting the key benefits of each product, the unit displays the entire C&C range together. The creative is visually disruptive with a colourful and vibrant FSU, coupled with a cutout of the girl to make it a clutter breaking display zone. It also engages the customer by incorporating mirrors and'The Post-It Wall'.

Omni Marketing Group India executed the activity in 13 outlets including Spencer's Retail, Tesco Reliance, Lulu, HyperCity in cities like Mumbai, Cochin, Kolkata, Ahmedabad, Pune, Hyderabad, Bangalore, Faridabad and Gurgaon (NCR).

With this display unit, the brand intended to educate the customers and lead them to their Facebook page where they wanted to add credibility to Clean & Clear through the support of young girls. 

Shantanu Banerjee, Assistant Manager - Client Servicing, Omni Marketing Group India shares, "J&J were promoting their new campaign - see the real me, and with a target group as early teenagers from age 13 onwards, the brief was to develop an experience zone that radiates youth. The brand wanted something that the modern day youth would relate to, like a college fest aura. So OMG used youthful design and artworks like that of a girl playing guitar, in college attire. The fabrication for the project was divided between Mumbai and Delhi NCR. The materials used for the display includes Sunboard, MDF & Mirror. We took two weeks to fabricate, ship and install these units.”

As per the brand, the activity has helped in capturing the correct TG and the reactions from the shoppers have also been quite encouraging, as they are quite intrigued about the mirror and the Post-It Walls as they were encouraged to write personalised messages and the same were displayed on FSU/Experience Zone.

Speaking about the challenges, Banerjee adds, "Initially, there was a discussion on developing only one variant (morning energy) but ultimately we ended up doing a full range (4 variants). Due to different pack sizes, the structure had to be re-engineered. In the final approved unit that was fabricated, we constructed all variants with a uniform shelf size, where four variants had four shelves. Everything had to fit within shelf restriction of 5.5 feet. OMG proposed a vibrant unit design with youthful colours and pictures of teenage girls going to college, carrying books, playing guitar etc. The brand shortlisted two, and ultimately they were used - one in front and one at the back.”