HG

HG Shiny House - 2
HG Shiny House - 1

01

The Kickoff

HG toured Dutch cities with the Shiny House to help people keep their homes clean safe and fresh. Visitors discovered practical solutions for every room in the house and for every common cleaning problem. The question to Pinchhitters was simple but pithy at the same time: how do we ensure that this experience continues after the visit and really leads people to HG's shelves.

02

The Game Plan

We chose a game that went beyond just the activation booth on the plaza. Around each Shiny House location, we used Smart Location Targeting to gather a highly targeted audience of visitors within a 250-meter radius. These people received Rich Media ads with interactive mini games highlighting different HG products after their visit. With one click, they went from the game or ad directly to the nearest store

During national campaigns we linked the creatives to current promotions at supermarket and drugstore formulas, among others, so that the link between inspiration and purchase moment was crystal clear. Outside the promotional weeks, we focused on generic product messages and used an interactive map to show the nearest point of sale. The Shiny House thus became a starting point for a data-driven always-on approach to cleaning moments in everyday life.

03

The Score

The campaign generated more than 1.2 million impressions and reached more than 300,000 people with a contact frequency just under four. Engagement was high with a click rate well above the market average. More importantly, through two separate footfall measurements, we saw an average uplift of 30 percent.

A great success for HG with Smat Location Targeting as an activation extender.

The data gives HG extra negotiating power towards retailers because it can now be shown which formulas benefit the most. With this campaign we showed that a clever combination of activations and creation has a direct effect on brand perception and store visits.

Are you also curious about the possibility of Smart Location Targeting before, during or after your activation? Then download our whitepaper.

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