Firstly, we descended onto the UK’s streets to sample and drive awareness. We devised a guerrilla targeting matrix with key touch points, such as offices, town centres, parks & squares, beaches, shopping areas and retail parks.
Utilising jet-packs we delivered chilled samples to grateful consumers (we had lovely hot weather!) and MONP drivers to their local Starbucks and WHSmiths.
With a photo competition via Facebook and a partnership with Capital Radio Summer Ball, this encouraged further on-line conversations and a chance to win tickets.
In conjunction we ran an in store sampling programme at key WHSmiths outlets where Frappuccino is also stocked; here consumers we invited to trial and then presented with a MONP
Results:
- 12 major cities
- 350,000 samples
- Redemption levels 14% away from POP with WHSmith activation at 27%