Interactive Retail Activation & FMCG Product Launch
Client: Arma Group (Dr. Clean) Location: City Centre Carrefour, Egypt Year: 2025 Category: AI Avatar • Retail Activation • Touchscreen Kiosk • Product Launch
Project Overview:
In the high-competition environment of a major hypermarket, a product launch must capture consumer attention within seconds. For the Egyptian launch of Dr. Clean—a new antibacterial hand wash by Arma Group—the objective was to break through the retail noise. Metas developed the Dr. Clean AI Avatar, an interactive touchscreen kiosk deployed at City Centre Carrefour. This digital “brand ambassador” transformed the traditional shopping trip into an engaging experience, explaining product benefits in a friendly, human-centric way that significantly boosted brand recall at the point of purchase.
Project Goals:
- Interrupt the Shopping Routine: Create a visual and interactive “stop-and-interact” moment in high-traffic retail aisles.
- Simplify Product Education: Communicate the core benefits of Dr. Clean (hygiene, skin protection, and effectiveness) through short, engaging digital prompts.
- Increase Brand Recall: Replace passive signage with an active experience that shoppers associate with the brand name.
- Scale In-Store Engagement: Provide a consistent, high-energy product pitch that operates 24/7 without the variability of human promoter shifts.
The Retail Experience:
- Interactive Presence: The avatar acts as a virtual guide, greeting shoppers as they approach. The life-sized digital character serves as a friendly face for the brand, making the antibacterial category feel approachable rather than clinical.
- Rapid Value Communication: Designed for the fast-paced retail environment, the avatar delivers key messages in seconds. Shoppers interact with the touchscreen to learn about different scents or specific product features, receiving instant, clear responses.
- Memorable Point-of-Purchase Interaction: By turning product information into a “moment,” the activation ensures that when shoppers reach for a hand wash on the shelf, the Dr. Clean brand is top-of-mind due to the recent positive interaction.
Key Deliverables:
- Custom AI Avatar Character: A digital persona designed to reflect the Dr. Clean brand tone—professional yet friendly and accessible.
- Optimized Touchscreen Interface: A UI/UX flow specifically engineered for hypermarket shoppers, focusing on speed and ease of use.
- Deployment-Ready Kiosk Software: A robust system built to withstand continuous use in high-traffic retail environments.
- Engagement Analytics: Insight into how many shoppers interacted with the avatar and which product features generated the most interest.
Why AI Avatars Excel in FMCG Marketing:
- Visual Dominance: Kiosks with moving, talking characters naturally outperform static end-caps and shelf talkers in attracting eyes.
- Message Consistency: Every shopper receives the exact same high-quality brand story, ensuring the marketing message is never diluted.
- High ROI on Launch Windows: Interactive activations create “social proof,” where crowds around a kiosk naturally attract more curious shoppers.
- Seamless Integration: The avatar can be updated for seasonal campaigns or new product variants, making it a versatile tool for the brand’s long-term retail strategy.
Summary:
The Dr. Clean AI Avatar activation at City Centre Carrefour demonstrates Metas’ expertise in bridging the gap between digital innovation and physical retail. By humanizing the Arma Group’s latest product through an interactive touchscreen experience, we helped turn a standard product launch into a measurable retail success, proving that the future of FMCG marketing is conversational and consumer-centric.
