Latest case studies

 

Lipton Summer 09/10

Client:
Unilever

Product:
Lipton Ice Tea

Objective:
  • Get more people to buy LIT by getting them to see it as a cool refreshing beverage
  • Get more people to adopt Lipton Ice Tea through actively encouraging trial
  • Bring to life “Cool your world, naturally” messaging

Strategy:
  • Target key locations where consumers are in need of refreshment and help them cool their world, naturally with samples of Lipton Ice Tea
  • We did this through various mediums including BBQ storms and a road trip along the eastern seaboard, sponsorship of Schoolies, Summadayze, BDO, Kiss my Grass and BDO. As well as activating at Universities during and after O-week
  • We also ran an instore sampling campaign at Roxy & Quiksilver stores nationwide, with branded fridges at all venues, offering free ice cold 250ml samples for customers

Result:
  • Over 900,000 samples nationwide
  • Market penetration growth of 4%
  • Measurable increase in sales
 

Lynx

Client:
Unilever

Product:
Lynx Twist (Speed date)

Objective:
  • To launch the new range of Lynx Twist products.

Strategy:
  • One ‘Lynx Mynx’ was placed in each location across 5 states. They participated in 200, 60 second speed dates, to achieve the ultimate world record of 1000.

Result:
  • Over 700 speed dates across all 5 states.
  • Great media coverage from the Nova radio station, Sunrise and a photo shoot and interview with Zoo Magazine.
 

Berri

Client:
National Foods

Product:
Berri Australian Fresh

Objective:
  • Showcase the brand and range of flavours available whilst providing an exciting atmosphere through an interactive stand
  • Bring the Berri Australian Fresh brand to life, and provide consumers the opportunity to experience the brand and trial the product free of charge
  • Create clear product differentiation and encourage brand loyalty
  • Drive trial
  • Encourage purchase

Strategy:
  • To maximize reach and exposure, two separate experiential strategies were developed and implemented
  • In-Store: targeting consumers at the point of purchase to encourage immediate sales
  • In-Mall: providing consumers with a complete Berri Australian Fresh experience and maximizing brand exposure

Result:
  • In-Store :2,421 bottles sold across all states – 14 bottles sold per session
  • In Mall :41,520 samples distributed,3,460 samples distributed per session,461 samples distributed per hour
 

Grain waves

Client:
PepsiCo

Product:
Grain Waves

Objective:
  • Create awareness & encourage trial of new Grain Waves
  • Distribute 365,000 samples
  • Drive consumers into store and therefore increasing market share
  • Respond to the 6 weeks TV advertising campaign
  • Motivate Sydney based employees to participate in a themed Corporate Day

Strategy:
  • 1 Corporate Day with 50 PepsiCo employees
  • Transit: 9 sessions (Central, Town Hall, Wynyard, Wynyard Bus, Martin Place, Parramatta, Bondi Junction, Circular Quay, Edgecliff)
  • EWF - Mini Storms in busiest workplace locations: 12 Sydney suburbs visited

Result:
  • 365,000 samples distributed
  • CBD retailers run out of stock a few days after the activity
 

Lynx Fever

Client:
Lynx Fever

Product:
Lynx Fever

Objective:
  • To create awareness of Lynx Fever and communicate the key product benefits
  • Promote core values & benefits of Lynx Dry, and encourage sales
  • Bring Lynx to life with the target audience

Strategy:
  • The experiential campaign comprised of 3 key elements- Beach and Event sampling and a Consumer Promotion.
  • Throughout the month of January, Lynx took over stretch Hummers in NSW, VIC and QLD, branding them Lynx and taking it to the streets.
  • The Hummer was packed full of stunning Lynx girls in bright orange bikinis, who hit the beach to sample, and offer guys in the target audience “Man Washes” – which comprised of the Lynx girls spraying guys down with super soakers, lathering them in Lynx Fever shower gel with the Lynx Body Buffer, drying them off, and spraying them with Lynx Dry – the complete Lynx treatment.
  • We also targeted key music festivals, sampling to our target market as they left events.
  • And ran a consumer promotion in-store – offering consumers the opportunity to win a night in the Hummer with the Fever girls – 1 per week in each state, for the month of January.

Result:
  • 35 Beach and Event ambush sessions completed
  • 92,384 Lynx Fever shower gel samples distributed
  • Over 100 man washes
 

Light & Creamy

Client:
NESTLE PETERS

Product:
Light and Creamy

Objective:
  • Bring the brand to life, through the colorful and strong presence of the branded sampling unit and knowledgeable, welcoming Light & Creamy Brand Ambassadors
  • Provide consumers the opportunity to contribute valuable insight into their favorite flavors, purchase habits and product recommendations
  • Encourage consumers to identify with the new Light & Creamy packaging, by creating a positive brand experience and trialing the product
  • Have consumers engage with the Nestle Light and Creamy brand
  • Drive trial
  • Encourage purchase

Strategy:
  • Develop and implement a targeted in-store sampling campaign in Woolworths, Coles and Independent stores
  • In-Store sampling took place nationally, in 425 stores across Victoria, New South Wales, Queensland and Western Australia

Result:
  • 8,123 sold across all states – 19 tubs per session
  • VIC: 2,274 total sold – 17 tubs per session
  • NSW: 2,494 total sold – 17 tubs per session
  • QLD: 2,532 total sold – 20 tubs per session
  • WA: 823 total sold – 21 tubs per session
 

Cadbury Old Gold

Client:
Cadbury Old Gold

Product:
Cadbury Old Gold

Objective:
  • Recruit consumers to the dark chocolate category
  • Allow consumers to engage with the Old Gold Brand
  • Educate consumers about product availability (mid afternoon pick me up) and to relax and unwind
  • Create a sense of ‘specialness’ around the product although not a premium, we don’t want to put people off purchasing it
  • Drive trial of product
  • Encourage purchase

Strategy:
  • To help create a sense of specialness around the product we used ‘golden boys’ and ‘golden girls’ to bring theatre and drama to the workplace. Staff dressed as waiters and waitresses were instructed to visit each employee at their desk and reward them with a piece of Cadbury Old Gold.

Result:
  • Sampled to over 45,000 employees
 

Energiser

Client:
Energiser

Product:
Energiser

Objective:
  • To create a brand awareness campaign targeting families, the main consumers of high performance batteries.

Strategy:
  • To implement a ‘family friendly’ play zone in shopping malls nationally throughout the school holidays.

Result:
  • Approximately 1,500 families registered for the competition
  • 4000 Energizer promotional wristbands were distributed
  • Over 1000 online photograph cards were distributed to families, to direct them towards their complimentary online images
 

Lipton Summer 08/09

Client:
Unilever

Product:
Lipton Ice 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.