Listerine introduced their new product Advance White in Italy with innovative and interactive displays in the stores where the Italian community can acquire the product.
It uses a digital interface and a live camera to analyze the whiteness of your smile, display it as a percentage, and then convert that percentage into a personalized discount on Listerine Advance White. See it in action below.
This technique is based on the principle of “the worse you need it, the better the discount.” At first, this may seem like a good way to offend your customers, but in practice the interactivity and social elements of the displays sent sales soaring. The campaign generated a 78% boost in sales. By engaging consumers at the POS, leaving a memorable impression, and drawing small crowds to the aisle where all their products are sold, Listerine’s innovation is a learning opportunity for all aspiring entrepreneurs.
This reminds us of a phrase from Leo Burnett:
“What helps people, helps business.”
And it is true, products or services should not forget that the reason why they exist is to help the people who consume or need their product; these are your neighbors, family, friends … why not find out what they need and give them the best version of it?
The philosophy of BRAIN-DING lies in creating an emotional connection with the market, and this example shows us that that emotional connection is amplified by interaction and ingenuity.
Let’s make all our consumers smile; let’s do BRAIN-DING!