Vaseline Intensive Care

Challenge

To design, build and manage an experiential exhibit that would immerse people in the Vaseline Care Science of Touch campaign. A meaningful and lasting experience was required to make the Vaseline brand relevant and important to today’s consumer. This experience relied heavily on the ability for people to interact with the brand on a very personal level.

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Creative Solution

The Alphaform Group design solution incorporated interactive display stations to educate the consumer about their personal touch quotient. To achieve this, cutting edge technologies were used to enhance the brand experience. Interactive stations included a thirty-two inch display screen, which graded people’s touch quotient and "Bob", an interactive mannequin. Bob' specialized joints when pressed triggered an audiovisual presentation about each touch point. A combination of fabrication techniques were implemented to ensure program efficiencies: a raised flooring was constructed to manage extensive cabling and securing of display elements and lightweight fabric walls were used for ease of set up and to expedite transportation between locations.

Success

By taking the exhibit on the road, right to the target market, a unique tour was created that provided a rich brand experience for Vaseline consumers across Canada. The "Science of Touch" was a message that was experienced by over four million consumers. Post show research indicates that visitors who made use of onsite coupon giveaways purchased Vaseline products within thirty days of visiting the exhibit.