Latest case studies

Lipton Summer 08/09

Client:

Lipton

Product:

Lipton Green Tea

Objective:

Get people to think of Lipton Ice Tea as a REFRESHING cold beverage, rather than tea in a bottle
Get more people to adopt Lipton Ice Tea through actively encouraging trial

Strategy:

Target key locations where consumers are likely to be hot and bothered, and cool them down with samples of Lipton Ice Tea, including a Road Trip (incorporating beaches & campsites),BBQ storms, University O-week and Australia Day activity.
Leverage sponsorships at high profile events with sampling activations, including Sculptures by the Sea, Schoolies, Summerdayze, SLAM, Big Day Out and V Festival.
Develop “stay cool” messaging and experiential platform to support this including Inflatable stands (replicating LIT bottles to build brand recognition in store), Lipton branded Dunk Tank, Capoiera Dancers and branded Inflatable balls for giveaways.

Result:

Over 100 activations nationwide.
Samples distributed to over 1million consumers.

Nivea

Client:

Nivea

Product:

Nivea Sun

Objective:

Create awareness and trial of new Light Feel
Distribute 300,000 samples of LIGHT FEEL
Establish NIVEA Sun as consumer’s 1st choice in Sun products

Strategy:

NIVEA Sun Marquee with different brandings in each location
8 BA’s educating people in the marquee
Communicate “NIVEA Worldwide No1 in Sun Care”
Activate 4 outdoor event sponsorships:
- Saturday 20/12/08 – Doomben Racecourse – QLD
- Saturday 17/01/09 – Jazz in the Domain – NSW
- Saturday 31/01/09 – Doomben racecourse – QLD
- Sunday 8/02/09 – St Kilda Festival – VIC

Result:

Samples distributed: 200,000
Samples for Goodie bags: 50,000
Impressions: 395,000
Trials in the marquee: 13,000 across 4 days

Nivea

Client:

Nivea

Product:

Nivea my Silhouette

Objective:

Create awareness & encourage trial of new NIVEA My Silhouette! Amongst females 30 - 49
Drive consumers into store and therefore increasing market share (Retail support)
Communicate the Gift with Purchase promotion
Build a database via consumer redemption forms

Strategy:

Education: Create a memorable experience to demonstrate the efficiency of the product
Trial: Interact with the target audience and communicate the key

Result:

39,850 consumers trialled NIVEA My Silhouette!
4,328 completed redemption forms and gifts redeemed
Average of 99 sale redemptions per session / day of activity (of a required 40 per day)

Nivea

Client:

Nivea

Product:

Nivea Sports

Objective:

Distribute 60,000 samples to men 25 – 45
Drive consumers into to purchase and enter the Coles competition
Inform consumers of the purchase incentive – Win a Holden Commodore
Encourage trial and gain market shares

Strategy:

Sampling at grass root games / amateur tournaments
Pit Crew: 1 male + 2 female Brand Ambassadors dressed in a racing tight overall
NIVEA branded Holden Commodore car driven to and from each event
Communicate the Coles competition distributing flyers & samples

Result:

56 sessions activated in Sydney, Melbourne, Brisbane, Adelaide & Perth
60,000 samples and flyers distributed
More than 1,000 people entered the competition

Elastoplast

Client:

Elastoplast

Product:

Elastoplast Blister Plaster

Objective:

Raise Awareness and trial of new Blister Plaster Large amongst target group
Distribute 50,000 samples to target group
Create awareness of the Blister Plaster consumer promotion tie into ACP 30 days of Fashion & Beauty
Drive consumers into stores to purchase

Strategy:

Malls and city streets in Sydney and Melbourne with branded Smart car
City streets in Brisbane
Locations: CBD (Shopping Streets – Sydney CBD, Oxford Street, Chapel Street), Mall roaming (Chatswood, Bondi, Chadstone and Southland)

Result:

Sydney: 18,000 samples distributed
Melbourne: 17,000 samples distributed
Brisbane: 10,000 samples distributed
ACP magazines events during fashion week: 2,000 samples delivered

Schick

Client:

Schick

Product:

Schick Quattro Titanium Freestyle razor

Objective:

Educate consumers on the uses and benefits of the Schick Quattro Titanium Freestyle razor
Educate consumers on the Schick/Wolverine Movie competition and encourage people to enter via the website

Strategy:

In-mall sampling of razors and flyer distribution.
Attending Trade Screening of movie
Create a sense of theatre

Result:

9 Sessions
37,696 Flyers distributed
455 Razors distributed

Dairy Farmers

Client:

Dairy Farmers

Product:

Rise Smoothie

Objective:

Encourage trial and purchase of Rise Smoothies
Create noise and excitement around the launch

Strategy:

Sampling teams were set up at various locations in QLD, NSW & VIC to introduce consumers to new Dairy Farmers Rise Smoothie
Consumers were given the opportunity to win prizes by visiting a website –this was communicated by Brand Ambassadors both vocally and via handing consumers postcards

Result:

Over 150,000 samples distributed
109,949 website hits
2,040 entries in competition
260 online questionnaires completed
500,000+ customer impressions

ING Savings Week

Client:

ING Direct

Product:

INGD Savings Maximizer Account

Objective:

Drive new customers to open an INGD Savings Maximizer account
Raise awareness of the importance of savings
Increase profile of ING DIRECT as a true savings bank “The Savings Champion”
Encourage WOM about Savings week and ING DIRECT

Strategy:

To developed an experiential campaign that focused on random acts of savings, giving consumers something for free to help them kick start their savings
Monday: Save on Transit – Sydney and Melbourne commuters were treated to FREE bus, tram and train passes. A branded bus was chartered by ING DIRECT and commuters could travel all day for free.
Tuesday: Save on Coffee – Consumers were treated to free coffee at 19 cafes across Sydney, Melbourne, Brisbane and Perth
Wednesday: Save on Relaxation – Free massages and shoe shines were offered in 9 Busy CBD foyers.
Thursday: Save on Lunch – Consumers saved $5 on their lunch

Result:

Monday – 7,259 consumers saved, $27,371 of savings
Tuesday – 6,238 consumers saved, $17,822.86 of savings
Wednesday – 884 Free massages, 806 Free shoe shines $16,900 of savings
Thursday – 6,155 Free lunches, $30,775 of savings
Consumers saved over $93,000 during Savings week

ING Direct Mortgages Roaming Coffee Vans

Client:

ING Direct

Product:

ING DIRECT Mortgage Simplifier

Objective:

Create Awareness of ING DIRECT Mortgage Simplifier.
Achieve Lead Generation, Applications & Conversions.

Strategy:

Target real-estate "Open for Inspections" across Sydney.
Offer FREE coffee while communicating brand information.
Gather consumer contact details for ING DIRECT.

Result:

Over 80 "Open for Inspection" locations visited.
200 Coffees distributed.
Contact details collected for 50 high quality leads

Wild Bean Café – Hot Toasted Range

Client:

Wild Bean Café

Product:

Hot Toasted Range

Objective:

Drive Awareness and Trial of Wild Bean Café’s Hot Food Range, particularly among new customers.
Target key group of 'fast fixer' - males with average age 41 years.

Strategy:

National campaign.
Brand Ambassadors distributed hot toasted samples from the Wild Bean Café range.
$2 bounce back cards distributed to encourage purchase.

Result:

640 x 3 Hour Sample Sessions.
Over 53,000 samples distributed.
10% on the spot sales conversion rate achieved.

Microsoft Windows Vista

Client:

Microsoft

Product:

Windows Vista

Objective:

Invigorate retail support for Microsoft Windows.
Demonstrate product features and benefits to consumers.

Strategy:

Deployment of 26 Microsoft trained "Windows Gurus" in-store.
5 key computing scenarios demonstrated at peak trading times.

Result:

Overwhelmingly positive feedback from Store Managers and Buyers.
Windows Gurus connected with over 8,000 shoppers.
32% of shoppers who connected with a Windows Guru were referred on to a retail sales person.
Shoppers who interacted with the Guru were 42% more positive about Windows than those who had not.

Carlsberg

Client:

Carlsberg

Product:

Carlsberg

Objective:

Increase trial and encourage purchase of Carlsberg.
Support outlets which stock Carlsberg on tap.

Strategy:

On Premise - Two female brand ambassadors visited various outlets, which had Carlsberg on tap, and offered consumers a sample from a branded jug. A branded hacky sack was given to select patrons as something tangible for them to take away with them.
Off Premise – Two female brand ambassadors visited various drive thru bottle shops and offered consumers a free windscreen wash. The windscreen wash allowed for dwell time with the customers and provided a memorable experience. 'Probably the best service in the world'.

Result:

Increased sales in all locations.
Conversion rates as high as 50%.

Allen & Unwin

Client:

Allen & Unwin

Product:

Allen & Unwin

Objective:

Increase sales of Allen and Unwin books by offering consumers the chance to win a $5,000 Flight Centre voucher.

Strategy:

Beach nationally were invited to choose 1 out of 5 novels to read whilst on the beach and to take home with them.
Consumers were also told about the opportunity to enter Allen and Unwin's Summer Campaign competition which offered the chance to win a $5000 holiday by purchasing books from the summer reading range.
The competition was communicated vocally by the Brand Ambassadors and also displayed on a promotional bookmark which was placed into each individual book.

Result:

5,000 books and bookmarks handed to consumers.
Many entries into the online competition.
Increased sales of the novels included in the competition.

CBA

Client:

CBA

Product:

CBA

Objective:

To raise awareness of CBA's association as a major sponsor of the awards.
To help build CBA's reputation and brand by being associated with these prestigious awards.
For consumers to perceive CBA as being a creditable, corporate citizen that is supportive of Australian's in their community.

Strategy:

5iveSenses created and distributed branded items that consumers would see as practical, convenient and of relevant use whilst at the Australian of the Year Awards ceremony.
Commonwealth Bank Branded Water bottles and Bum Boxes carrying the Commonwealth Bank message – Supporting Great Australians, were distributed to patrons while entering the event.

Result:

The Commonwealth Banks' support for the Australian of the Year Awards 2008 was clearly evident through the sheer presence of branding.
Free Commonwealth Bank branded water bottles and bum boxes caused the usual green grass of Old Parliament house to turn a bright shade of yellow for the afternoon.
The bum boxes and water bottles were very well received by patrons at the event.
7,500 bottles of water along with 5,000 bum boxes were distributed throughout the afternoon.

LG

Client:

LG

Product:

LG Viewty

Objective:

Create a unique, interactive environment to showcase and demonstrate the LG Viewty phone.
Promote the "View the world with Viewty" promotion.
Encourage purchase at participating retailers.
Activate in locations that have a high concentration of male executives in a relevant environment.
Incorporate a shoe shine into the activation.

Strategy:

Engage busy A/B executives in premium office buildings in Sydney & Melbourne offering a free shoe shine whilst they received a free demonstration of the phone.
Custom designed LG 'Viewty' stand.
Design of sales promotion mechanic where business card replica's of the phone were distributed to executives driving them online for the 'View the World with Viewty' – win a trip around the world competition.
Cross promotion with Inlink screen media to promote the LG brand and building specific LG Viewty Shoe Shine activation.
Tenant database email marketing campaign designed to pre-promote each LG Viewty shoe shine campaign to all tenants.

Result:

47,100 business executives reached in 385 companies across 12 buildings.
5,269 direct consumer connections.
2,375 five minute shoe shines (of which 90% were males) resulting in a five minute engagement with the LG Viewty mobile handset.