The brief:
In early 2022, Dove Hair Fall Treatment Serum Shampoo was relaunched in Indonesia with new packaging, formulation and claims. However, there was still a lack of awareness among consumers that Dove had been relaunched with new formulation. DirectMedia Indonesia, in partnership with Unilever Indonesia, created a marketing campaign to educate and raise customer awareness of new product formulas.
Our solution:
The solution was to pair our signature program, Shelf Partition, with Digital TV to create a stopping moment for shoppers on the shelf where products were located. TV is highly audible and plays an educational ad about the product, drawing shoppers' attention and increasing interest in it.
The result:
- This initiative was implemented nationwide in 70 premium supermarkets in Indonesia including Diamond, Farmers Market, Hero, Ranch Market.
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