Aim: How to entice visitors to the Grohe stand at recent exhibition
Solution: Innovative Instant Wash 'n' Win Game Cards were sent
out to pre-registering visitors. The card invited visitors to go to Grohe's
stand where they could place the game card under a running Grohe tap on
the stand. Upon contact with the water the Wash 'n' Win Ink magically
disappeared to reveal a code.
"The promotion is innovative and simple, with the ink creating an
added dimension by allowing the consumer to interact with the brand -
A powerful visual mechanic".
Result: An increase in visitors to the Grohe stand. Exhibitions
cost money and the cost per lead decreased significantly due to this promotion,
giving sales staff more to work on.
Comments: The clever use of a water soluble ink technology which
is so complimentary with the Grohe Water products created direct relevance
and a stronger promotion.
