Case Studies - Kronenbourg Blanc
Client: Kronenbourg Blanc
Agency: 3x1
Campaign: White mischief
Brief:
To increase trial and drive awareness of the new Kronenbourg white wheat beer called 'Blanc'.
Target Audience:
- Young professionals
- Affluent urbanites
Campaign Description:
By day, a team of six male promotion staff (dressed in white clothes, shoes, hair, faces, etc), accompanied by two female promotional models, dressed from head to toe in branded white lycra suits, paraded up the main high streets in four major cities, distributing print material and promoting sampling events happening in the evening. At night, a white limo delivered the costumed performers to the selected venues: Their arrival creating a huge buzz about the venue as they set about handing out free product samples to customers - and explaining core product features.
Results:
- 40,000 'White Mischief' flyers were distributed throughout the campaign. • 4,000 samples handed out over the duration of the campaign.
- The key brand benefits were communicated to all in each venue.
- ALL bars and pubs targeted all sold out of ‘Blanc’ on the promotional evenings.
Case Studies - Wilkinson Sword
Client: Wilkinson Sword
Agency: Fresh Direction
Campaign: Wilkinson Sword product sampling campaign
Brief:
To promote awareness, prompt trial and increase sales of Wilkinson Sword razors amongst students at university.
Target Audience:
Students
Campaign Description:
- Promotional teams across 50 UK cities executed an intensive sampling and leaflet distribution campaign targeting students at the following locations:
- University unions and campus walkways
- University washroom and toilet facilities
- University sports facilities and gyms
- University sports fields
- Student halls of residence
Results:
- 120,000 samples and flyers were simultaneously distributed throughout the campaign.
- The key brand benefits were clearly communicated to all students at each location.
- Link Communication was not presented with final sales details, but Wilkinson Sword reported a significant boost in razor sales.
- Link Communication continue to work in strategic partnership with Fresh Direction over a wide range of high profile brands.
Case Studies - The Guardian
Client: The Guardian
Campaign: Newspaper sampling to students
Brief:
To sample the new Berliner size edition of the Guardian to students at ten major universities across the UK.
Target Audience:
Students
Campaign Description:
Promotional teams across 50 UK cities executed an intensive sampling campaign targeting students at the following locations:
- University unions and campus walkways
- University sports facilities and gyms
- Student halls of residence Results:
- Over 1,000 papers handed out each day in each city.
- Students were very receptive to the new size and pleased to take a free copy of the paper.
- Link Communication continue to work with The Guardian on a wide range of projects.