The opportunity was to tap on the consumer insight or reason why they avoid using erasers, by creating a strong purpose for the product. Not just that, the creative idea went further and addressed a social tension.

An iPhone charging station that sends out our messages to its users on their device when activated.

Describe the result in as much detail as possible

The Charging station was up in 3 venues over one weekend.

Total Reach over one weekend: 1987 consumers (based on iPhone users who used the charger out of total visitors)

Total Recall of message over one weekend: 88% unaided recall and 100% aided recall (based on individual checks at exit)

Total conversion of user preference towards Samsung: 43% (based on purchase intention)

Total cost for one weekend over three venues: Approximately 2500 US$