2017 Winners & Shortlists

The Campaign

Headspace Technology is a process where you extract scent without touching the object. How do you make the consumer experience this? We created 3 posters, crafted out of perfume testers. These specially made posters let people tear off the scent strips without harming the flowers. A simple demo of a patented technology.

Creative Execution

The 3 posters were made out of perfume testers. The design and the colour palette was inspired by the flowers' places of origin - Switzerland, French Polynesia and India. We installed these specially-made posters in The Body Shop stores across Dubai. The fluttering scent strips intrigued the shopper, pulling him/her into the store.

Describe the success of the promotion with both client and consumer including some quantifiable results

The 3 posters demonstrated the making of the 3 perfumes. 300% increase in footfalls within the first week. 500 testers used. 400 bottles sold.

Explain why the method of promotion was most relevant to the product or service

The Body Shop launched a set of endangered fragrances from the remotest part of the world. They used a unique technology to extract these rare scents. The smell had the story but its making had the bigger pull. We capitalised on it. By bringing alive a static medium. And engaging the busy shopper.

The Body Shop works to be the world’s most ethical and truly sustainable global business. It has made an Enrich Not Exploit™ commitment. The limited edition perfume collection was born out of this. We wanted people to buy into this commitment. Instead of talking about it, we decided to demonstrate it. We took the static poster medium and made it into an interactive tool. The design pulled in the shoppers, while the smell did the talking.