THE BEST THINGS IN LIFE ARE FREE
And some free things can be found in this clever little machine.
SOLVE A $3 MILLION PER YEAR PROBLEM, THAT NO ONE EVEN KNEW EXISTED, AND GIVE THOUSANDS OF SAMPLES AWAY FOR FREE.
P&G has a warehouse with thousands of free samples that it can’t seem to give away fast enough before they reach their sell-by date. On top of that, the postage for sending the samples that they can costs an average of $3 million a year. How can we better distribute the free samples and get them in the hands of consumers as simply as possible.
The best part about this challenge was that no one asked us to solve this problem because no one knew it was a problem until we learned about it. So we went to work to answer the question no body asked and in doing so, changed the game forever.
INSIGHTEVERYBODY LOVES FREE STUFF. However, most people would rather not interact with another person if they didn’t have to in order it.
SOLUTIONCHECK IN AND ENJOY A FREE SAMPLE.
EASY-PEEZEE.
We knew that P&G products almost always meet or exceed the products claims once someone overcomes the barrier to trial. So we just needed to get product samples in the hands of consumers so they can see for themselves the product really does live up the claims.
So partnered with Walmart to provide the perfect test venue, and we thought something as simple as a vending machine could do the trick. We placed these machines where shoppers were, when they were most likely thinking about products they needed.
But instead of inserting money, you “checked in” on social media and the machine would automatically spit out a free sample.
This technology had never existed before, but we knew it had to be possible. It was so unique that the technology was patented.
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RESULT
FreeOSK
The idea was so well received that it won several design and innovation awards, and P&G bought the patent while Walmart went on to develop a similar technology to be used in their stores to distribute a wide assortment of samples beyond CPG.
As Oscar Wild said, “Imitation is the sincerest form of flattery…” You’re welcome.
clientProcter & Gamble / Walmart
CategoryCPG — Shopper / Technology / Experiential
ScopeUnsolicited innovation — problem identification, concept, technology development, and retail pilot
THE CHALLENGEP&G was spending $3 million annually to mail samples that frequently expired in warehouse before reaching consumers. Nobody had named this as a problem yet — we found it ourselves.
What made it boldWe solved a problem no one asked us to solve. A social check-in triggered vending machine dispensed free P&G samples at Walmart — technology that had never existed before and was subsequently patented.