THE CHALLENGE
The PC Insiders Report has long been a printed book that shoppers have used for household ideas, innovations, product highlights, recipes, and seasonal food trends. For the holiday version of the PC Insiders Report readers could find recipe tips, over 100 new delectable holiday products and classic holiday favorites alike.
A few years ago, the PC Insiders Report moved over to digital only but for this holiday special expanded edition, they wanted to move it back to a printed copy while at the same time having a real life, interactive version of the holiday report.
Citizen Agency tasked Impact XM with creating and setting up this multi-sensory activation in 3 prime locations across Canada to promote the book and provide shoppers with holiday recipe ideas via video training.
THE SOLUTION
Impact XM designed and created a life size ‘book’ that mimics the artwork of the brand and pages in the PC Insider book. This activation was a three-day festive event. As shoppers walked in, they received their own printed copy of the PC Holiday Insiders Report, and they were able to use the stunning holiday-themed wall mural as a map to a once-in-a-lifetime experience.
Attendees were able to try out new products (like the PC Chocolate Pecan Cluster, NY Style Cheesecake and PC Christmas Mini Eggs), taste PC recipes and then learn how to make those recipes from 3D holograms of their favorite social media chefs. There was also a special live chef hologram that attendees could actually interact with and ask their questions.
Impact XM has worked with Citizen agency for 5+ years as their partner for fabrication and fulfillment. Photos of the booth were put together in an internal presentation that was shown to senior leadership and the overall feedback from this activation was outstanding.
THE RESULTS
This campaign’s success far exceeded the clients objectives with: +106% of sampling goal, +10K consumer interactions, 14,577,350 media impressions, and +20% YOY growth on holiday products
