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SPAIN – Experiential Marketing at Unilever Innovation Fair by La 5ª
Each year, Unilever holds an Innovation Fair to publicise its main product novelties to its major customers, some of the biggest distributors in the country. It was important to Unilever to combine the presentation of its new campaigns and products with a relaxed activity for its customers.
Why keep the presentation of Unilever product innovations separate from the experience their customers should live out? And why not bring them a practical version of this experience and break out of the traditional “presentation + original activity” mould? Why not wager for something more close to experiential marketing? And so it was that La 5ª presented a proposal which would allow Unilever’s customers to live out a unique adventure as they moved through a maze populated by extraordinary creatures, bringing them closer to the products with their senses and appealing to their memories and feelings.
In order to make this experience a reality, La 5ª joined forces with the Teatro de los Sentidos (literally, “Theatre of the Senses”) a theatre company whose work focuses on the poetry of the senses and studies the relationships between sensory language and theatrical production. This company specializes in the creation of one-man shows where the members of the audience contribute to the performance.
One of the essential aspects of this event was to make visitors experience the magic of the Teatro de los Sentidos without forsaking the marketing messages to be sent out. We