HELPING TO STOP THE GERM SWAP WITH NEW AQIUM ULTRA.

To educate commuters that “80% of infections are transmitted through touch”, invisible UV ink was applied to the many surfaces within a busy train station in Sydney’s CBD.

When commuters touched these surfaces, the UV ink was transferred onto their hands, which was then quickly spread to other surfaces and objects they touched.

As commuters made their way to the station exits, they passed through an activation area entirely lit by ‘UV lights’ which made the UV powder glow. Commuters soon discovered their hands, faces and objects they were holding were glowing with the UV ink – a powerful demonstration of just how easily germs can be picked up and spread.

Aqium ambassadors were on hand to educate commuters about easily germs are spread through touch and provide samples of the new ‘gentle on hands’ product for commuters to experience.

To apply the invisible UV ink to train station surfaces prior to morning peak hour, Sydney Trains gave our production team access earlier that morning.

While the invisible UV ink was being applied to the surfaces within the train station, our lighting experts set up ‘UV lights’ within the darkened Aqium activation area. Large mirrors were erected on the walls so commuters could see their reflections and how easily the UV ink was picked up by their hands and transferred to their faces and other objects they touched.

After commuters left the UV lit area horrified by the UV ink on their skin, they were greeted by Aqium ambassadors who educated them on the transfer of germs no matter the time of year and handed out free samples of the new Aqium Ultra hand sanitiser. The action was filmed, edited and posted on social platforms.

The experiential sampling activation horrified thousands of commuters and educated them about how easily germs can be picked up and spread. Commuters were shocked by what they saw, driving behaviour change in a time when good hand hygiene practices were low.

For the Summer launch period of Aqium Ultra, the Aqium client was hoping that the sales of the new Aqium Ultra would account for at least 5% of the total sales of the Aqium range by the end of March.

Sales results of Aqium Ultra reached 12.6% as of 31 March 2017, exceeding all client expectations considering the time of year the product range was launched.

Videos of the experiential event were used by Aqium to educated their internal staff and retail trade accounts about the activity to create excitement. Social videos were also posted to Aqium's social platforms.

The client was ecstatic with the results of the launch.