Task
Create and execute a sampling campaign to leverage newly launched Ribena Light’s sponsorship of the Starlight Cinema ‘Summer Lovin’’ Saturdays season.
Solution
We created a sampling station at the entrance and exit to the outdoor cinema area, ensuring everyone who attended the event was offered a free chilled Ribena Light drink from funky Ribena Light branded eskies.
We extended Ribena Light’s advertising campaign theme, ‘purple is the new black’, into an experiential marketing environment by developing a banner using the same ad creative. This served as a backdrop for our sampling crews who wore branded ‘purple is the new black’ Ribena Light t-shirts.
In addition we extended our reach beyond the entrance and exit areas by providing cinema goers with a special Ribena Light ‘me moment’ courtesy of co-branded 3 Minute Angels masseuses. The masseuses gave free massages to cinema patrons on behalf of Ribena Light, as they were relaxing before the film.
Results
The campaign received a lot of positive feedback over the course of the campaign, with over 75% of attendees sampling the product, over the nine week season.
The free massage from the 3 Minute Angels became a popular fixture at each event, with crowds of people queuing for some Ribena Light love! The masseuses were inevitable asked why they were giving out free massages, which gave the trained staff another opportunity to have a one on one conversation with potential customers about the new product.
Overall, the campaign got people who hadn’t thought about Ribena since they were kids talking about the brand again. It struck right to the heart of the 20-45 year old female demographic that the brand is targeting, and re-awoke their childhood love of the brand.
Images
