Experiential Marketing For American Chemical Company, Milliken
Life is all about creating a difference. Tom Brokaw, a renowned American journalist once said “It’s easy to make a buck. It’s a lot tougher to make a difference.” In today’s highly competitive world, being unique and different is what it takes to get the edge over your competitors.
PU Tech is the largest event in South Asia where more than 300 brands come in together to participate in this triennial event. At such a big trade show for any brand to stand out, it requires quite the amount of creativity. SOL India conceptualised an activity to aid Milliken’s brand recall and reinforce their brand promise “Nobody understands colours like we do”.
- Milliken had a exhibition stall size of 24 sq.m. and at such a large trade show in magnitude it’s easier to miss out on such a small sized exhibition booth. Our main challenge in this event was not the size of the stall but to leave a mark so that even after people visit more than 40 booths, the name MILLIKEN stays at the top of our mind.
- We took one of the marketing communication points and made an entire exhibition booth experience around it- Nobody understands colours like we do! Our main aim was to design the booth with coloured crafted objects which were appealing and attractive for the visitors. This helped us in sending the brand idea to the attendees easily.
- We implemented the art of origami and the science of psychology to push the brand idea to the attendees’ minds. We created small origami objects and placed them inside a bowl and the rule was to let the guests pick up a colour of their choice.
- The main catch lied in this part. Once they were allowed to pick up an object of a definite colour, it would unfold the psychology behind that colour. If a person chooses the colour yellow, then the human traits behind choosing the colour yellow was written over it and below was the message “Nobody understands colours like we do”.
- They were asked to take the origami pieces back home as memorabilia. Back in office they stuck it at their desks and learned the simple origami folds and every time they did it, they saw the name Milliken on it and in this way Milliken became a part of their lives.
This is how we get connected to people’s lives. Maybe having a small space with an aim to make a big impact is a tough challenge but this is SOL India’s way of saying “Challenge Accepted”.