GOLD
Vaseline Intensive Care
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Temporary booths in malls aren’t usually very exciting or interactive, but Vaseline took the marketing concept to new heights with the Science of Touch Exhibit, a 900 square foot display featured in two malls in Calgary and Toronto in February. The kiosks built on a survey that Vaseline had done earlier, which found many Canadians aren’t getting enough physical contact in their lives. Nearly 10,000 people had a “hands on”experience with the booths’ four interactive stations, learning about whether they’re getting enough touch and how touchable their skin is. They were also able to squeeze different parts of a mannequin to find out how touch benefits human beings. For instance shaking hands with someone creates the same rapport as a three-hour conversation, and husbands who kiss their wives every day live five years longer than those who don’t and earn 20% more money. The exhibits also drew newspaper, radio and TV coverage, resulting in an estimated 4 million people being exposed to Vaseline’s message.
TITLE: Vaseline: Science of Touch Exhibit
PRODUCT/SERVICE: Vaseline digital and interactive mobile exhibit
MARKETER: Vaseline Intensive Care, Toronto
AGENCY: Fourth Wall Media, Toronto
CREATIVE DIRECTOR: Ian Gadsby
ART DIRECTORS: Kris Kirk (4WM), Lisa Valent (Harbinger Communications)
DESIGNER: Kris Kirk
PROGRAMMER: Dmitri Melamed
PRODUCTION MANAGER: Ian Gadsby
CLIENTS: Stephanie Hurst, Yolanda Reimer, Vaseline Intensive Care
AGENCY ACCOUNT MANAGERS: Ian Gadsby (4WM), Lisa Pasquin (Harbinger)
