STUDENT MARKETING

CASE STUDY

Frosty Jacks Cider

Client: Frosty Jacks cider

Campaign Location: Birmingham, Cardiff, Leeds, Manchester, Manchester Met, Newcastle, Nottingham, Sheffield, Sheffield Hallam and Warwick 

Target Audience: Students attending the ten selected universities

Brief

• To raise awareness and promote sales of Frosty Jacks through a targeted scratch card and product sample distribution campaign, aimed directly to students at selected universities across the UK.

Campaign Description:

• High calibre Frosty Jacks Brand Ambassadors distributed 5cl samples of Frosty Jacks, posters and scratch cards, whilst verbally promoting Frosty Jacks and the competitions, creating a buzz around the brand at the universities in each city.
• The promotions team wore Frosty Jacks branded hooded tops enhancing the impact on location as well as a branded cooler to distribute the drink samples.
• The students were encouraged to display the poster in their windows in order to receive a free bottle of Frosty Jacks cider for their loyalty.
• The Team Distributed in high footfall locations e.g. In front of Student unions, busy walkways around main campus buildings, halls of residence and student’s sports areas.

Results:

• 80% of students offered were immediately keen to try a sample of Frosty Jacks.
• 99% of students at halls of residences had displayed the posters and were very happy to receive their full bottle of Frosty Jacks as payment for their brand loyalty

• Over the ten locations 20,000 samples, 4,000 posters and 100,000 scratch cards were distributed to the students at the selected universities.
• Client was extremely pleased with both the activity and the level of sales and brand loyalty it created.