Unlocking new conversations with consumers.
Airwick LE launch Connected Experience
The introduction of the Liquid Electrical in Q1 2023 marked a pivotal moment, with our packaging featuring QR codes for the first time. Yet, without the backing of a WWF endorsement or the UK's 'wildflowers' campaign, there was a risk that our users would miss out on a meaningful digital journey. The initial setup was set to lead them to a rather uninspiring, static page on the Air Wick (.co.uk) website—hardly an encounter that would encourage repeat engagement.
Connected Packaging is a transformational data and insights opportunity. It helps build brand awareness, enhance the customer experience and differentiate products in the marketplace. Spotting this missed opportunity, we crafted a rich, digitally connected experience. Our goal was to enliven the market debut with an offering that brought genuine value to our consumers. This initiative was not just about brand interaction; it was about fostering engagement, education, and interaction, with the added benefits of incentivization and data collection, all poised to enhance the consumer experience at launch.
Expertise
Brand Strategy I Experience Design I Digital Strategy I Communication I Connected PackagingI Digital Design I Motion Design I Creative Direction I Design Thinking I Project Management
Client
Reckitt I Airwick
Year
2022
Agile Design Thinking
Sprint Process
For this project, we followed a clear, logical, efficient and actionable process, based on the core stages of the Design Thinking methodology, helping us to coordinate all of the elements around the principle of human centricity.
A transformational data and insights opportunity.
When customers scan the QR code on our packaging, it takes them directly to our AirWick website, which is filled with useful information. There, customers can find everything they need to know about our products, including how to use them, creative tips, and our commitment to the environment. They'll also learn how to recycle the product they've bought.
Additionally, scanning the QR code gives customers access to our loyalty program, connecting them with rewards that enhance their experience with our brand and encourage their continued support.
