In today’s competitive market, standing out is essential for brands looking to elevate their presence and make a lasting impression. Deterjen Sayang 2in1, a premium product from Kapal Api Group, sought to differentiate itself from other detergent products by targeting higher-income households (consumer classes B & A) through a unique and elegant brand experience.
To achieve this, REFLEX Indonesia crafted an immersive Brand Activation campaign in several prestigious malls across Jakarta. With interactive experiences like photobooths, texture tests, and special promotions, the campaign successfully enhanced brand awareness and consumer engagement for Deterjen Sayang 2in1.
In this blog, we will explore how this innovative campaign was executed, the challenges faced, and the results achieved in building Deterjen Sayang 2in1 as a premium choice for discerning consumers.
Campaign Overview: Engaging Consumers Through Brand Activation with the Elegant Sensation of Deterjen Sayang 2in1
Deterjen Sayang 2in1 is positioned as a high-quality detergent, designed to offer both cleanliness and care for fabrics in one package.
Unlike other products in the Deterjen Sayang line, this version caters to a more upscale market. The goal of the campaign was to raise brand awareness by showcasing the product’s premium features through an interactive mall activation.
Key Campaign Details:
Objective: Build brand awareness and connect with consumers in Jakarta’s shopping malls.
Target Audience: Career women, stay-at-home mothers, and urban professionals from classes B & A.
Location: High-traffic malls in Jakarta. ( Gandaria City, Mall Taman Anggrek, Central Park dan Mall Kelapa Gading 3 )
Core Activities: Photobooth Corner, Sniffing Experience, Texture Experience, Love Letter Box, and special packages with engaging gimmicks.
Key Activities & Highlights: Creating a Memorable Consumer Experience
To communicate the luxury and care provided by Deterjen Sayang 2in1, REFLEX Indonesia designed a multi-sensory activation booth that invited consumers to experience the product’s benefits firsthand.
Here’s a closer look at the key activities and highlights:
1. Photobooth Corner
Visitors could capture their experience at the booth by taking pictures at the Photobooth Corner, creating a shareable moment that also served as an offline brand interaction. This activity encouraged social media sharing, boosting the product’s presence both in person and online.
2. Sniffing Experience
To highlight the premium fragrance of Deterjen Sayang 2in1, the Sniffing Experience allowed consumers to sample the fresh, long-lasting scent of the product, reinforcing the idea that it not only cleans but also leaves clothes smelling great.
3. Texture Experience
The Texture Experience focused on the tactile benefits of the detergent. Participants could feel the difference in fabric texture when washed with Deterjen Sayang 2in1, highlighting its gentle formula designed to care for delicate clothing items.
4. Love Letter Box
The booth also featured a Love Letter Box, where consumers could leave personalized messages or testimonials about their experience with Deterjen Sayang 2in1. This added an emotional connection to the brand, emphasizing the product’s role in caring for both fabrics and families.
5. Special Promotional Packages with Gimmicks
Consumers who participated in the booth activities were offered exclusive promotional packages, including unique gimmicks and special deals on the product, incentivizing immediate purchases and increasing the product’s trial rate.
Challenges & Solutions: Building Consumer Engagement for a New Experience
Challenge 1: Uncommon Activation for a Detergent Brand
Unlike other consumer goods, detergents are not typically associated with mall activations. This made it initially difficult to attract consumer interest and engagement.
Solution: To overcome this, REFLEX Indonesia introduced exciting gimmicks and engaging activities like the Sniffing Experience and Texture Experience.
Additionally, the SPG team (sales promotion girls) was trained to approach consumers with a friendly and informative manner, gradually increasing engagement over the course of the campaign.
Challenge 2: Competing for Attention in Busy Mall Environments
Mall environments are often crowded with multiple brands competing for consumer attention. Standing out and drawing foot traffic to the booth required an effective strategy.
Solution:The booth was designed with eye-catching creative visuals that communicated the elegance and premium quality of the brand. Strategic placement in high-traffic areas within the mall ensured that the activation was visible to the right audience.
Results & Impact: Building Brand Awareness and Engagement
The Deterjen Sayang 2in1 booth activation successfully attracted the target audience, raising both offline and online brand awareness.
The immersive experience not only introduced consumers to the product’s key features but also facilitated meaningful interactions with the brand.
Increased Brand Awareness: The activation created a buzz in Jakarta’s malls, positioning Deterjen Sayang 2in1 as a premium option in the detergent market.
Enhanced Engagement: Through interactive elements like the Photobooth and Sniffing Experience, the campaign fostered deeper consumer engagement and encouraged social media sharing.
Boosted Sales: The special promotional packages offered at the booth led to increased product trials and sales, encouraging consumers to incorporate Deterjen Sayang 2in1 into their laundry routines.
Why This Campaign Stands Out
The Deterjen Sayang 2in1 activation is a prime example of how creative branding and experiential marketing can effectively raise awareness and connect with target audiences in unconventional ways. Key factors that made this campaign stand out include:
Multi-Sensory Brand Activation: By engaging multiple senses—sight, touch, and smell—the campaign successfully communicated the luxury and quality of the product in a tangible way.
Innovative Booth Design & Gimmicks: The booth offered more than just product information; it provided a full experience that consumers could interact with, making it memorable and impactful.
Effective Use of SPG Teams: The SPG team played a crucial role in educating consumers about the product’s benefits and guiding them through the interactive experiences.
How REFLEX Indonesia Can Elevate Your Brand through Experiential Marketing
At REFLEX Indonesia, we specialize in creating immersive brand experiences that leave a lasting impression on consumers.
Whether it’s through brand activations, creative concept development, or event management, our team ensures that your brand connects with the right audience in meaningful ways.
Ready to create a standout brand activation that elevates your product and engages consumers in new, exciting ways? Contact REFLEX Indonesia todayhttps://www.f4elements.com/reflex to learn how we can help bring your brand to life through creative brand campaigns and engaging consumer experiences.