OOH Media and Unilever Singapore Bring a Sensory Experience to Orchard Road OOH Media worked with Unilever Singapore to create an Extivation (Activation Marketing that comprises a full sensory experience) at the entrance of Orchard Gateway on 3 and 4 March 2017. The Extivation was held to celebrate and promote the launch of the new Dove Oxygen Moisture Body Wash that is not only deeply hydrating, but also light on skin.
The Extivation consisted an outdoor mini experiential zone coupled with Mediacorp’s OOH Media outdoor digital screen. Dove Oxygen Moisture Body Wash is targeted at women aged 30 to 45 years old. The location was strategically chosen for its high human traffic and its proximity to points of purchase at 313 Somerset and Orchard Point. The Extivation included a shower area and two portable sinks. Passers-by can try out the new Dove Oxygen Moisture Body Wash and experience how hydrating the body wash is for their skin, yet surprisingly light. Promoters dressed in white bathrobes were on-site to assist in the entire process. Dove-scented bubbles were also periodically released to garner attention from passers-by and alludes to soap bubbles formed whilst bathing, adding to the whole atmosphere. Additionally, there was a digital counter that tracked the number of people who have tried the product and liked it. To wrap up the interaction process, passers-by were also asked to write the word ‘light’ on a balloon and release it into an allocated space.