Client: Ambi Pur
Integrated marketing agency Geronimo has launched an experiential campaign for Ambi Pur that encourages consumers to ‘inspire their senses’.
The campaign takes the form of a roadshow visiting the nation’s top 15 shopping centres and the Ideal Home Show until April 2008.
A ‘fragrance challenge’ offers participants the chance to take part in a blind fragrance test to see if they can identify the real perfume essence of Ambi Pur versus competitor products.
The experiential activity is reinforced with a specialised eCRM program. Inspireyoursenses.com is a dedicated microsite that hosts promotions and teams up with celebrity home designers, Justin Ryan and Colin McAllister to provide exclusive content.
Geronimo will also use the campaign to build a database allowing continuing contact with customers and prospects.
The campaign will target 25-45 year old women who are looking to enhance their home through fragrance and build loyalty with consumers who are rarely aware of which air fresher brand they choose.
Marketing Manager at Ambi Pur, Marianne McGoldrick, said, “Targeting noses has never been done in this way before.
“Ambi Pur’s point of difference is our superior quality fragrances and the Roadshow is an ideal opportunity for us to demonstrate this to our consumers – by getting them to notice the difference themselves.”