Philips to lure Xmas shoppers with roadshow

An I2I Marketing product story

Edited by the Marketingweek Marketplace editorial team Oct 5, 2007

Philips is supporting the launch of two new personal care products this autumn with a nationwide demonstration roadshow designed by brand experience agency i2i Marketing.

The Philips Autumn Roadshow aims to drive awareness, trial and instant sales of Philips' new Moisturising Shaving System (MSS) for men and Sonicare FlexCare power toothbrush.

Both products will be heavily advertised on TV this autumn, and the shopping centre experience will provide valuable opportunities for consumers to try out the products for themselves under the guidance of trained Brand Ambassadors.

The 25m2 stand will feature four double-sided trial pods, with washbasins, lights, mirrors and pump-action taps, and two giant 3D product replicas - all set up on distinctive blue and white Philips' flooring.

A central double-sided plasma screen will show the current TV ads on a loop, adding context to the experience.

Live product demonstrations will be given throughout the day by a presenter using a head-microphone, using the giant product replicas as props.

Alongside these presentations, Brand Ambassadors will interact with consumers, encouraging them to try out the products at the pods and communicating key product benefits.

Interested parties will be directed to local retailers in each centre, where i2i will already have checked on stock levels and price offers.

The roadshow will run until Christmas, visiting 11 shopping centres for a week at a time.

All consumers visiting the brand experience will be given a branded rope bag with eight-page leaflets on both products, money-off coupon, plus a toothbrush head for people who trial FlexCare.

Bruce Burnett, CEO of i2i Marketing, commented: "Ground-breaking personal care products like these really have to be experienced to be believed - by using the power of personal demonstration, we aim to inspire thousands of consumers to buy these two products either for themselves or as gifts for loved ones in the run-up to Christmas".

i2i Marketing worked on a similar Christmas roadshow for Philips in 2006 to promote a portfolio of eight grooming products.

That roadshow delivered 8,000 individual demonstrations in 35 days, with 82 per cent expressing an intention to purchase as a direct result of their experience.