Unilever’s Vaseline brand is really putting the touch in touch screens. Last month, the company worked with Toronto-based Harbinger Communications to roll out a branded, 900-square foot interactive display at Toronto’s Fairview Mall called The Science of Touch. The display has four interactive stations designed to have mall visitors interacting with the brand. The first station features a 32-inch touch screen complete with audio that grades folks on their ‘touch quotient.’ The next station uses ‘Bob,’ a specially-built interactive mannequin with designated touch points. Visitors can touch each point and video bubbles appear, providing touch-y factoids about that body part. Another station houses a photo booth where folks can get a photo on the custom designed Vaseline couch as well as a product coupon. Finally, for more brand interactivity, visitors got to sample Vaseline products, while having their skin’s touchability assessed.
‘The brand’s studies show that there’s a touch deficit in Canada and Vaseline is trying to explain that without the hard sell so we decided to take a science centre approach,’ says Ian Gadsby, VP, production for Toronto-based Fourth Wall Media, the tech company behind the project. The traveling exhibit has just touched down in Calgary today and will remain there until March 12. Promotions for the exhibit were done online via vaselineskin.com and Unilever’s e-newsletter and website at homebasics.com. The Science of Touch targets busy moms, which is why the exhibit was unveiled at shopping malls, says Lisa Pasquin of Harbinger Communications.
