Global home fragrance brand, AirWick, has experienced a 700 per cent sales increase in Australia following the launch of an experiential campaign with Westfield and Woolworths.

The campaign for a new AirWick candle ran for the month of July and targeted visitors at three Westfield shopping centres via scented, velvet lined escalator installations.

After experiencing the installation, shoppers were given a discount coupon for the Multicolour Black Edition candle to redeem at Woolworths supermarkets.

The campaign was supported instore with supermarket aisle advertising, floor media, and digital signage in Westfield centres.

Sales of the product in Woolworths’ surrounding stores rose an average of 700 per cent in the days the activation campaign was live.

Stocks of the candle also sold out at locations near the installation sites of Westfield Parramatta, Southland, and Garden City.

“We involved our shoppers in a truly disruptive and enjoyable magical transformation,” says Gus Guthrie, Australian MD of creative agency, Momentum Worldwide.

“The campaign was a success because of the innovative way in which the product properties of fragrance, light, and design were brought to life via the activation,” he said.

Paolo Zotti, Australian marketing director at AirWick’s parent company, Reckitt Benckiser, says the results were “well beyond our expectations”.

“Aside from promoting the launch of a new product and directly boosting sales, this experiential campaign has shown what can be achieved when brands embrace new creative concepts,” says Zotti.

AirWick targeted up to 60 shoppers per minute through the escalator tunnels at an average of 1000 people per hour. Nearly 60,000 scented flyers were handed out to interested consumers.

This story is part of Inside Retails new shopper marketing newsbrief, Inside Shopper. Click here to subscribe.