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Tupperware captures audience through mall activation

By VJ Media Bureau - November 04, 2014

In association with DDB MudraMax-Experiential, the brand opted for an on-ground activation at various malls to promote the festive range and reinforce the idea of Tupperware gifts for every season.

Tupperware, leading kitchenware and container manufacturer, connected with consumers this Diwali by introducing their smart gifting solutions through an on-ground activation. The brand's brief to DDB MudraMax-Experiential team specified the objective to promote and inform the customers about these products and special offers. It was also vital to present the special festive collection among the right target group to generate leads for future sales. Tupperware and the agency mutually planned to reach out to maximum audience through an on-ground activation that was implemented at various malls across major cities of India including Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata.

To promote the festive Tupperware range, the DDB MudraMax-Experiential team designed engaging games which aimed at establishing Tupperware as a preferred gifting option. For the ground activation, two games were suggested.

Decorate Tupperware gift basket, a game where people had to decorate a gift basket with Tupperware products. The game also helped in reinforcing the idea of Tupperware gifts for every season and reason.

In'Guess it Right', participants were briefed about the festive collection products, who were then blindfolded and asked to find the same products from a Tupperware product basket. As a result of the game, participants were able to remember the product's name and look.

A larger challenge lay in the market clutter which gets created during festive seasons, where every brand tries to push their product towards the consumers. Moreover, Tupperware products are not available in retail stores and consumers can only get the products from their exclusive sales force. Hence, it was important to create a communication platform to excite the customers towards the brand's new products and solutions by giving them a stage to experience them, thus inducing sales.

Chandan Dang, Chief Marketing Officer, Tupperware India, said, "Tupperware's brand journey has always been very interesting, and India being a focus market, needed a partner agency to not only deliver creative excellence but engaging consumer connect solutions as part of a complete brand 360. During the festive season, especially Diwali; brands in every category try to push their products. Tupperware products are not available in the retail environment, and are only available from our exclusive sales forces, who are also active participants in all our ground activities. Hence, when we do an on-ground activity, it is important that customers can see the complete range of product offerings and experience the products”.

Alvin D'Souza, Vice President, DDB MudraMax- Experiential quoted, "We at DDB MudraMax - Experiential constantly strive hard to help our clients resolve their brand challenges. Our clutter breaking campaigns that we have crafted for Tupperware over the last couple of years bear testimony to our endeavor. I am pleased with the outcome of the Diwali campaign, which has provided substantial traction for the brand and has generated significant impact on sales.  It's been an exciting and fulfilling experience working on the brand and we look forward to crafting more such relevant experiences for Tupperware."

The Tupperware mall activation helped the brand to showcase their special festive collection to the customers. The engagement games were specially designed to fulfil the campaign's aim to involve customers and make them aware of the festive range through the Tupperware gift basket decoration and blindfold game. The winners of the games were gifted Tupperware hampers.  To add to the objective, the activity helped the brand to reinforce its positive image and reach out to the consumers on a personal level.

"We have been working successfully with DDB MudraMax for two years, in creating customer experiential programs. To promote the festive Tupperware range, the team at DDB MudraMax- Experiential has designed some very creative engagement games which are aimed at establishing Tupperware as a preferred gifting option. These engagement games are specially designed to involve customers and make them aware of the festive range through touch and feel. We are excited by the energy and insights DDB-MudraMax bring on board and we look forward to this festive season being very successful for us, as well as a continuing and mutually fruitful association," Chandan explains.

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