With consumer engagement being of utmost importance in Philips' marketing strategy, a live mannequin activity was conducted at leading stores across Delhi, taking the visitors by surprise. Regular mannequins were replaced by real body builders who gave a live demonstration of the product's uses and benefits. This gave the audience an opportunity to experience the product firsthand and understand its features better. Consumers were also inked with temporary tattoos as part of the activity. Instant photographs bound in frames were given out as a takeaway.
Speaking about the campaign, Aarushi Agarwal, Director Marketing - Personal Care, Consumer Lifestyle, Philips India said: "A new age product like Philips BodyGroom calls for new age marketing, which connects with the consumer and has never been seen before by him. Hence, the concept of multi-touch point, multi-faceted activations - a live touch and feel experience for the shopper, an exploratory online experience for the experimenter, and a mobile demonstration unit to increase the outreach beyond tier 1 markets."
Another aspect of the campaign is the canter activity, which is still underway in parts of Punjab and Bengal. A customized Philips canter has been deployed on the streets, which poses as a one-stop-shop for interested buyers to familiarize themselves with the Philips male grooming portfolio. Along with this, unique games and activities are being conducted giving out tips on style and facial transformations. In addition to this, an exclusively designed app called StyleSutra has been created, allowing men to try twelve different facial hair styles using augmented reality technology. Facebook contests are also part of the campaign.
The BodyGroom is the latest offering in Philips' expanding portfolio. Philips aspires to lead in the male grooming category and aims to create a new style revolution with their new product.