PRODUCT SAMPLING

CASE STUDY

Sampling & Promotions Case Study

Client: Courage / Kronenbourg Premier Cru (agency: 3 X 1)

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

Brief:

Increase awareness, prompt trial 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 comprised of full colour graphic backdrops, a serving table, two mobile fridges (fully branded) and a refrigerated support vehicle, kept the additional volume of stock cold and ready for optimum sampling.
• The promotional team comprised of highly experienced bar staff (who could pop off the bottle tops in a row with impressive speed, flair and accuracy) and also roaming staff who both 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 regionwide 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, logo facing forwards, alongside the print material.
• The Kronenberg Brand Manager visited the activity happening and was incredibly happy with the performance of the field staff and the way the campaign had been executed.