The real Beauty Club – roadshow for Dove.
When the agency ‘Since Today Werbe GmbH‘ from Austria asked us early in the year whether we would rent out the modulbox MAX for a period in September and October, many things were still open.
Years ago, I had a great project in Vienna with Alexander Klima from Since Today. At the final of the ESC in the middle of the big stage on Rathausplatz, a spacious modulboxMAX stand for Eskimo invited people to eat ice cream. So I was very excited and looking forward to a new joint project.
We were all thrilled that it turned out to be such a gaudy appearance for Dove.
The unusual design with the pop colors is really great. The special shelf construction, the huge curved counter, the lighting, the floor branding and the handmade cream dispensers are unique. Thanks to the implementation by Werkbande from Berlin.
The aim of the activation measures was to appeal to a younger target group and win them over to the new, fresh Dove products. A young, dedicated team looked after the stand and constantly swirled around the box with all the many products to test and take away.
Great locations were visited on the roadshow, such as Munich, Düsseldorf and Hamburg, with a position directly on the quay wall in Hafencity. The modulbox MAX was also perfectly positioned in the huge foyer of the Mall of Berlin.
Despite the complex set-up, all the fixtures were cleverly thought out and could be transported partly in the modulbox MAX and partly in the towing vehicle.
This made it possible to set up and dismantle the modulbox on the day of the event, which kept transportation and logistics costs to a minimum.
