The Challenge
In a market where 65% of Indonesian households own washing machines yet only 6% use machine-specific detergents, Rinso faced a significant challenge. The competitive landscape was heating up with rivals intensifying in-store activities for their washing machine detergents. Rinso’s goal was clear: to dominate the 'matic' (automatic washing machine) detergent segment, turning around the market and increasing penetration.
At the same time, the brand needed to promote two of its innovative products - Rinso Matic Capsule 3 in 1 and Rinso Matic Top Load - simultaneously within the same in-store media campaign. This presented a significant challenge for us: effectively differentiating and highlighting the unique features of each product, while maintaining a cohesive brand message.
The Solution
ShopComm launched a nationwide, visually striking in-store campaign in major retail chains across Java, including Hypermart, Hero, ADA, Ramayana, Superindo, and more. The campaign featured an innovative Shelf Ad Screen flanked by vibrant LED-lit banners that drew shoppers' attention from a distance. These in-store ads not only highlighted the brand but also educated consumers about the unique benefits of each product. Rinso Matic Capsule 3 in 1 was presented as a convenient, no-measure solution with triple benefits: anti-stain, anti-odor, and color protection. Rinso Matic Top Load was marketed as a power-saving champion, capable of delivering superior cleaning efficacy while saving up to 25% electricity.
The aisle was transformed into a Rinso-branded experience zone, with dynamic lighting that highlighted the products' unique selling propositions and made Rinso’s section stand out in the bustling retail environment. Accompanying the LED displays were clear messaging on the cost and efficiency benefits of using Rinso’s specialized detergents.
Additionally, the Shelf Ad Screen played Rinso's engaging TV commercials, reinforcing the brand messaging and providing an audio-visual draw in a competitive marketplace. This immersive approach not only informed shoppers but also created an enticing shopping experience that elevated Rinso's presence above the rest.
The Result
The results of ShopComm's vibrant in-store campaign for Rinso were transformative. By integrating illuminated LED banners with captivating digital Shelf Ad Screens, Rinso's brand presence was dramatically amplified across numerous retail locations. The innovative displays, which skillfully promoted both Rinso Matic Capsule 3 in 1 and Rinso Matic Top Load, caught the eyes of consumers from afar, leading to significant foot traffic in the detergent aisles.
Key outcomes included:
• Enhanced Visibility: The LED elements ensured Rinso stood out against the competition, creating a beacon effect that drew shoppers directly to the products.
• Educated Consumers: The clear and concise messaging effectively communicated the distinct advantages of both Rinso products, leading to a better-informed customer base ready to make purchasing decisions.
• Brand Differentiation: Rinso established itself as a leader in quality and innovation, differentiating its products from competitors' offerings with clear visual cues on quality assurance and electricity savings.
• Positive Retailer Feedback: Retail partners reported positive experiences, noting the campaign's contribution to an overall increase in category sales and customer engagement.
ShopComm's campaign not only met the initial objectives but set a new standard for product promotion in the competitive landscape of Indonesia's automatic laundry detergent market.
ShopComm Team Credits:
Sales Director: Nancy Purba
Sales General Manager: Aninda Lantang
Client Service: Khariztha Ajeng
Operations Director: Ine Marasudin
Creative Design Manager: Oktaviany
Head of Creative: Slamet Prayitno
Production, Design & Development Director: Luki Kuswinarni
About ShopComm
ShopComm help brands communicate with shoppers through in-store advertising, retail audiovisual, product demonstration, sampling and activation, merchandising, and loyalty marketing to create brand experience throughout the shopper’s journey. For more information about ShopComm, get in touch with us:
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