Full time BTL Project Case Study EN Version

The main objectives of the project were to spread brand awareness, create a pleasant consumption experience for the audience through gamification and competition, and maximize product sales by highlighting the competitive advantages of Full time products over similar products available in the market.

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About Full time

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'Full time', a tissue product brand, was introduced to Iran's cellulose
products market in April 2022. The brand is owned by Zarin Ayand, a
company that has been producing cost-effective yet quality cellulose
products for over two decades.

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The Challenges Facing Full time

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Given the stiff competition for cellulose products in the Iranian
Market and the presence of influential brands with high market
shares, the fundamental challenge of this project was how to
introduce the features and benefits of each product category to the
target audience.

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The Target Audience
The brand’s target market was primarily families with average to above-average
consumption of cellulose products, and a greater emphasis has been placed on
women.

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Solutions to the Challenges

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To address the issue, we designed a brand activation event that, alongside
entertainment and appeal for the entire family, introduced and promoted the product's
competitive advantages and the full product portfolio.
The key elements of the solution were:
Creating an attractive, eye-catching, and engaging booth
Presenting Full time product portfolio
Showcasing products’ benefits through interactive games
Providing complete product information through
promoters and samplers

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Booth Construction

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The booth Constructed
The 3D Design

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Audience Engagement Strategy

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The campaign locations were strategically selected to include hypermarkets. This allowed for
seamless integration between the on-ground activation and in-store product promotion.
Audiences initially drawn to the engaging booth and promotional activities were then guided by the
on-site promoters toward the product shelves within the hypermarket.
Conversely, those customers who first make a purchase from the hypermarket shelves are
subsequently encouraged by the promoters to participate in the activation.

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Using neon lighting to
highlight the brand
Choosing the right size and
dimensions to put the entire
product portfolio on display
Incorporating the
company's brand colors
into the design

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Criteria
for
Game Selection
Genga Challenge
(Showcasing product
dimensions and proportions)
Glass on the Roll Challenge
(Showcasing product
thickness and durability)
Roll the Roll challenge
(Showcasing product
size and length)
In selecting the games, the aim was
to choose activities that would
prominently showcase the product's
advantages and align with the
product introduction.
A visual of the product display
is shown to the player, who then
has to recreate it using the
actual product.
Using the product roll and a
drinking glass, the player must
collect the roll to the starting
line without the glass being
overturned.
The player throws the roll and
receives different scores and
corresponding prizes in the
various sections.

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Project Scale
& Geographical Dispersion
The full-time project was executed across five provinces
and seven strategically important regions.

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Promoters

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اه رتومورپ
Project Performance
per Man Hour

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Results

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The activation was presented to over 387,000 people. The
results showed that the event generated 77000 new leads for
the brand. In total, over 30,000 product samples or prizes were
distributed.
The target audience for this campaign included a diverse
group of individuals - from store managers and product
salespeople to buyers and casual visitors who enjoyed the
entertaining moments within the booth and through the
designed games.

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