At Netbina, we’re always looking for innovative ways to connect brands with their audiences, creating memorable experiences that resonate and drive results. Back in March, our BTL project for Pril HDW was a prime example of this approach. Tasked with the relaunch of their ultra product, featuring a powerful new capability to tackle even long-dried smudges without pre-soaking, we aimed to not just inform, but to truly demonstrate this magic in a captivating way.
The Challenge: Show, Don’t Just Tell
The core challenge was clear: how do you make consumers believe in a cleaning power they haven’t experienced yet? Simply stating “no more soaking!” isn’t enough. We needed an engaging way to showcase the product’s effectiveness and generate excitement around the relaunch.
Our Solution: The Magical Pril HDW LCD Box
Our answer was to bring a touch of digital magic to the physical world. We conceived the Pril HDW LCD Box – an interactive installation that combined the tangible presence of the product with the engaging interactivity of a touchscreen.
Imagine a transparent LCD screen, inviting touch, with the actual Pril HDW product visible right behind it. On the screen, we designed a simple yet compelling game: virtual dirty dishes appeared, covered in stubborn, dried-on food. By touching and swiping the screen, participants could “clean” these virtual dishes, instantly witnessing the power of Pril HDW in action.
This wasn’t just a passive display; it was an experience. It allowed consumers to actively engage with the product’s core benefit in a fun and memorable way. The “magicality” of the LCD box lay in its ability to bridge the digital and physical, creating a unique and captivating interaction.
Location, Location, Engagement!
To maximize reach and impact, we strategically placed these interactive Pril HDW LCD Boxes in four high-traffic locations for two weeks each. The results were nothing short of phenomenal.
A staggering 14,301 people stepped up to interact with the boxes and put their virtual dishwashing skills to the test. But the engagement didn’t stop there. The novelty and fun of the experience proved to be contagious. We started witnessing people calling their friends and family, urging them to come and try the “cool game” they had encountered at the mall.
The Power of Word-of-Mouth (and Touchscreens!)
The campaign quickly gained organic momentum. The lines in front of the Pril HDW LCD Boxes grew longer and longer, a testament to the captivating nature of the interaction. In fact, the enthusiasm was so overwhelming that the sheer number of people queuing to play caused unexpected challenges. Mall management, while initially supportive, became concerned about the impact on nearby shops due to the significant crowds. This unprecedented level of engagement, while presenting a logistical hurdle, ultimately underscored the campaign’s remarkable success in capturing public attention and generating buzz around the Pril HDW relaunch.
A Testament to Innovative BTL
The Pril HDW LCD Box campaign, which took place in March, stands as a powerful example of how innovative BTL activations can create deep engagement and drive significant awareness. By moving beyond traditional static displays and embracing interactive technology, we were able to:
- Generate significant relaunch awareness: The sheer number of interactions and the resulting word-of-mouth ensured widespread visibility for the new Pril HDW product.
- Achieve deep engagement: The interactive game allowed consumers to directly experience the product’s key benefit in a fun and memorable way, fostering a stronger connection with the brand.
- Execute an innovative BTL campaign: The unique LCD box concept showcased our commitment to pushing creative boundaries and delivering impactful experiences.
The Pril HDW LCD Box campaign wasn’t just about showcasing a product; it was about creating a memorable and “magical” experience that left a lasting impression on consumers, proving that sometimes, the most effective way to communicate a product’s power is to let people experience it for themselves.
