A Pop Up Gift Shop for Time Starved Shoppers
Bringing Christmas gifting to busy office workers through a mobile Dove experience.
Context
The Christmas season is a key sales driver for personal care, with gift packs generating significant incremental volume. Dove has a long standing tradition of launching and promoting its holiday range in store. However, during this period, shelves become crowded and visibility is harder to secure as all major brands activate simultaneously. Dove needed a way to cut through the noise and connect with consumers beyond the crowded retail aisle.
Connection Point
People remember experiences that break their daily rhythm. Office workers are often time starved, especially during the holidays, when gifting adds pressure to an already busy schedule. By moving the interaction outside traditional retail and closer to their workplace, we created a fresh, unexpected moment that made discovery and purchase feel effortless rather than demanding.
Solution
We designed a mobile roadshow that visited 10 office parks across Bucharest, transforming a simple work break into a novel Dove experience. Employees received personal invitations on arrival, which acted as keys to unlock instant prizes at the pop up gift shop. The activation offered a playful break, hot tea, and exclusive discounts to Dove gift boxes. Out of 12,000 invitations distributed, over 5,000 were redeemed, with strong on site purchases and engagement.
Work
We make sure brands meet shoppers at their best, through smart execution and insight from thousands of in-store moments. See how we do it in our retail operations projects.
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