Milo Crunchy Bites
We got the brand launch crunching into life
Brief
To create a cut through experience that brought to life the ‘crunch’ factor in the new cereal as well as ensure a deep reach with the target shopper.
Action
We designed and built a unique interactive game that utilised motion sensor technology to engage the target consumers in fun ‘crunch’ experience. This was brought to life in major shopping centres with promotional and incentive to purchase support. In order to ensure the deep reach objective was achieved we further supported this with a team of roaming ambassadors who sought out the target shopper and provided them with samples, the nutritional message and a retailer coupons.
Results
Target conversations, game experiences and samples were all achieved, helping to drive trial of the new product and ensure its success with the retailers
Rios
We got your Rio’s doing the talking
Brief
Rio’s was suffering strong competition from private label offering, with little meaningful differentiation. Working alongside sister agency Channel 5, we brought to life an exclusive platform of Personalised Rio Underwear.
Action
The campaign was activated online and mobile as well as the retailers digital platforms. Test Drive developed and executed live personalisation stations which enabled shoppers to create their personal messages immediately.
Results
The campaign engaged shoppers in a compelling and different way, massively impacting sales volumes.
Piazza D’Oro
We delivered a game changing instore experience, again.
Brief
Piazza D’oro was to launch from Café only into the crowded supermarket coffee section. Whilst well known, standing out from a wall of brown, black and gold was going to require some different thinking.
Action
We knew we needed to create a different and memorable experience that would place Piazza D’oro top of mind at stores. By working alongside the two major retailers we overcame significant OH&S barriers to develop bespoke coffee carts, staffed by barista’s, trained by master roasters, who served beautiful and delicious coffees to shoppers. This was supported by coupons and promotions, further incentivising purchase.
Results
The Piazza D’oro experience helped transform the shopping experience within the major retailers. Store managers competed for additional sessions and added off location displays to further boost success. A further wave of activity was executed due to retailer demand and the instore teams at Coles and Woolworths lauded the activity as a model for success.
Colgate Sensitive Pro Relief
We reached the hard to reach consumer… efficiently
Brief
The launch of Colgate Sensitive Pro Relief meant reaching the 8% of the population who suffer from sensitive teeth and persuading them to switch from a trusted competitor they were highly loyal too.
Action
We analysed 9 different methods to persuade our hard to reach consumer. We devised a strategy to tightly reach the target consumer with a sample pack and coupon incentive delivered through the Woolworths Everyday Rewards database. This was complemented by a national in mall and instore program which helped build equity, create theatre and bring to life the brands TV campaign.
Results
The launch was a resounding success with CSPR taking significant market share from its competitor. The rigour that went into developing the sampling and experiential mechanics was seen as the key driver of trial and the consequent success of the launch.
