Covid-safe Sun Care Sampling
How do you get consumers to reconsider their sun care protection during a global pandemic? With our events cancelled and an experience that originally was entirely face-to-face engagement, we needed to rethink our plan of action and adapt with the changing circumstances.
The Challenge
To ensure La Roche-Posay was front of mind for shoppers when it came to sun care, our sampling activation was booked to run at some of the UK’s largest consumer shows. But then Covid-19 hit, shows were out and everything was put on hold. Time for Plan B.
The Insight
Even with a pandemic sweeping the nation, the sun still shines and skin still burns. And so when restrictions eased slightly and everyone was spending more time outdoors, La Roche-Posay had the opportunity to step in and, from a safe distance, ensure their skin was perfectly protected. With some smart thinking, we knew we could engage people without putting them at risk, so the brand could still achieve its goals of raising awareness of their amazing sun care range, suitable for every skin type.
The Idea
While other brands stayed indoors, we encouraged La Roche-Posay to step out into the sun with a proactive, appealing and Covid-safe brand experience. People were visibly pleased to see us, and in 8 London locations our bespoke trike and safety ambassadors engaged everyone from adults and parents to those with sensitive skin concerns. Our staff completed a tailored Covid-training programme and were up to date with all local guidelines. They gave people a sample tailored to them, discounts via a QR code, raised brand awareness and put a smile on everyone’s face – even if it was behind a mask.
