Experiential success: Molton Brown26 February 2018
TK had a pretty advent-ful Christmas in 2017.
Last year’s festivities saw us taking to the UK’s high streets with a giant Molton Brown advent calendar.
And as if this 2-metre tall stunt wasn’t enough, we decided to up the door-opening excitement by running an online calendar game too.
As our first project with Molton Brown, this was certainly an exciting way to kick the relationship off.
Our brief was to come up with a stunt capable of stopping Christmas shoppers in their gift-hunting tracks.
Whatever interactive experience we created also had to be eye-catching enough to fix Molton Brown’s name in people’s minds, get shoppers running through their store doors and help us collect as much customer data as possible.
We built an oversized replica Molton Brown advent calendar, then took it on tour. Towering over shoppers, packed with goodies, it certainly had the desired effect.
Customers were queuing up for a chance to open it up. Having given us their data, they were then free to reveal the prizes hidden behind its portals. Afterwards, they were sent a bounceback card, encouraging them to visit the Molton Brown store for a free massage.
The calendar’s first opening was nothing short of a stellar occasion in a star location – the iconic Christmas lights switch-on at Regents Street, London!
After a spectacular launch, the calendar then toured around London and the UK, and TK were there to manage the whole project from start to finish.
While we were taking the real-life calendar around the country, there was also an online game version. Designed and built by TK, this allowed people all over the UK to open one of its doors virtually, and possibly win a prize, simply by entering their details.
Our target for online data collection was 7,000. We blew that out of the water with 17,000 unique data entries! And from an estimated data collection of 1,800 across all 6 events in the UK, we achieved over 2,400.
But when it comes to assessing the calendar’s success, we think the client’s words say it all.
“This has been such a fantastic project that we are all really proud of, thank you so much for your hard work, dedication and creativity… This is a really great result, superseding our expectations”.