Full Time (Experiential Marketing)

The cellulose products market offers diverse solutions, but brands struggle with awareness and differentiation due to intense competition. This case study focuses on Full time, a tissue brand under Zarin Ayand, and how marketing goals were achieved despite these challenges.
The key challenges faced included the need to introduce product features and benefits to a target audience in a competitive Iranian market dominated by established brands. Given the presence of competing brands alongside Full time products in retail chain stores, one of the campaign's objectives was to persuade customers to choose Full time over its competitors and to boost the brand's market share. The primary target market consisted of families, with a specific emphasis on women.
The project was executed across five provinces and seven strategically important regions. An engaging activation was designed to entertain families while promoting the product's competitive advantages. The solution involved creating an attractive and engaging booth that showcased the full product portfolio. Additionally, interactive games were implemented to highlight the benefits of the products, while promoters and samplers provided detailed product information to attendees.
The campaign strategy included selecting hypermarkets as locations for the activation, allowing for seamless integration between point of sale (POS) activation and in-store promotions. Engaging booth activities drew audiences in, guiding them to the product shelves, while those who made purchases were encouraged by on-site promoters to participate in the activation.
Interactive games played a crucial role in the activation. One game, "Roll the Roll," showcased the product's size and length. Another, the "Glass on the Roll Challenge," demonstrated thickness and durability. Lastly, the "Genga Challenge" focused on the product's dimensions and proportions.
The results of the campaign were impressive, with over 387,000 people engaged. The event generated 77,000 new leads for the brand and resulted in the distribution of over 30,000 product samples and prizes. The audience engagement strategy targeted a wide range of stakeholders, including store managers, salespeople, and casual visitors, effectively communicating the product's value proposition through interactive experiences and sampling.
Full time’s brand activation project created an immersive brand experience that resonated with the target audience, ultimately driving both engagement and sales.