Case Studies - Lynx
Client: Lynx
Agency: Out of the Blue
Campaign: Music festival flyering campaign
Brief:
To promote awareness and generate competition entries for Lynx deodorants.
Target Audience:
Music festival goers
Campaign Description:
Link Communication provided a team of ten high calibre promotional staff to target music lovers attending the following festivals:
- V, Staffordshire
- V, Chelmsford
- Leeds Festival
- Creamfields
- Reading Festival
The teams distributed branded print material, redeemable vouchers and small samples of Lynx deodorant to people.
Results:
- 120,000 die cut, tri fold leaflets were distributed over six festivals.
- 60,000 mini samples were distributed over the campaign
- Lynx reported an extraordinary high level of voucher redemption and were extremely happy with the campaign.
- Link Communication continue to work in strategic partnership with OOTB over a wide range of high profile brands.
Case Studies - Wella
Client: Wella
Agency: Sable Media
Campaign: Product sampling at Avril Lavigne concerts
Brief:
The objective of the campaign was to promote the new range of Wella hair care products to a young audience that were exiting the concerts.
Target Audience:
Teens aged 10 -18
Campaign Description:
Link Communication, working with Sable Media, executed an extensive sampling campaign on behalf of Wella at a series of Avril Lavigne concerts across the UK. Link Communication provided good looking, youthful promotional staff reflective of the Wella brand.
Promotional teams were outfitted in branded Wella costumes consisting of T-shirts, hooded tops and sampling bags. Team members were then individually briefed on the campaign's objectives, target market, script and were instructed to only distribute one sample per person. Recipients were targeted as they exited the concert, using the initial high people experienced during the concert to create strong positive brand associations
Results:
- Over 25,000 individual samples were distributed during the duration of the shifts over three concerts in Birmingham, Manchester and Cardiff.
- The message communicated by the promotional teams was clearly delivered.
- The target consumers were incredibly receptive towards the product, asking if they could have more then one sample.
- The target market was 80/20 female biased with an estimated mean age range of 12-17yrs (wider 7-20yrs).
- The client was very impressed with the execution of the campaign and Link Communication continue to work in strategic partnership with Sable Media with further Wella sampling campaigns planned for later this year.
Case Studies - Penguin Books
Client: Penguin Books
Agency: Pd3 Urban Communications
Campaign: Glastonbury Campaign, Dude Where's My Country (Michael Moore book)
Brief:
To raise awareness and drive sales for Michael Moore's newly released book, "Dude, where's my country" to festival goers.
Target Audience:
Festival Goers at Glastonbury Campaign Description: 10,000 bespoke flags were created, which read "Dude, where's my tent ?!". A four person promotion team placed the flags on the tents and handed them out to festival goers, who were camping at Glastonbury. Link Communication negotiated free admission for our promotional teams, so they were able to hand out the flags to very appreciative festival goers.
Results:
- All 10,000 flags handed out within the first few hours of the festival.
- Flags were very well received by the crowds.
- Crowds were seen waving the flags in front of the main stage (on broadcast shows)