PRODUCT SAMPLING

CASE STUDY

Sampling & Promotions Case Study

Client: Courage / Kronenbourg Premier Cru

Agency: 3x1

Campaign location: High footfall mainline train stations across Central London, including Liverpool Street, Victoria, London Bridge and Charing Cross.

Brief:

Increase awareness, prompt trials and drive sales of Premier Cru, targeting professionals working in Central London.

Campaign Description:

• A mobile, branded event area was set up in prominent positions in each of the selected stations on Friday afternoons to reach business people about to start their weekends.
• The branded bar area was comprised of full-colour graphic backdrops, a serving table, two mobile fridges (fully branded) and a refrigerated support vehicle, which kept the additional volume of stock cold and ready for optimum sampling.
• The promotion team was comprised of highly experienced bar staff (who could pop off bottle tops in a row with impressive speed, flair and accuracy) and also roaming staff, who directed customers to the event area and served samples from the branded mobile chiller packs that they were wearing.
• Every sample was handed out alongside print collateral which gave further product information, and also a money-off discount voucher, redeemable at a region-wide chain of off-licences.

Results:

• The target volume of 5,000 samples were handed out on each Friday, at each of the stations targeted (25,000 in total.) Each sample was served exactly as per the brief - fully chilled, with the logo facing forwards - alongside the print material.
• The Kronenbourg Brand Manager visited the activity as it was happening and was incredibly happy with the performance of the field staff and the way the campaign was being executed.