Bringing innovations to life at regional brand fair

Challenge

3M offers a wide array of products centered on innovation for different domestic spaces.The abundance of 3M products across categories means that they are often segregated into different areas at retail stores, with independent promotions scattered across the store. As such, it is difficult for consumers to visualize all of 3M products working seamlessly together and how these solutions could be of benefit to them.

Complicating this challenge is the fact that 3M’s products are premium-priced and require substantial education for consumers to make full use of the products’ features and functionalities.

Approach

Building on the more than a decade-long partnership with 3M in Singapore and strong relationships with Giant, one of Singapore leading retailers, DKSH undertook a new approach to overcome these challenges. The three companies organized an ambitious 3M Brand Fair, setting up extensive promotional areas at strategic locations in Giant stores.

Despite the limited in-store spaces available at their hypermarkets and supermarkets, TV demonstrations and real-life displays were incorporated in the promotion areas so consumers could see, touch and experience 3M’s products.

The companies launched a road show in Giant’s largest hypermarket in Tampines, with a myriad of activities including the use of famous DJs and promoters, interactive games with prizes to be won and goodie bags distribution.

Result

The first ever 3M Brand Fair in South East Asia helped 3M record double-digit growth in sales during the promotional period, outpacing the local market’s overall performance.

In addition, the campaign also helped to further strengthen the relationship with the retailer which would allow for improved collaboration on future promotions and new launches.