Case Studies - Dooley's

Client: Dooley's / J. Wray and Nephews

Agency: J. Wray & Nephews

Campaign: Dooley's - Student Sampling Campaign

Brief:

Execution of a targeted sampling campaign for Dooley's reaching students at selected universities.

Target Audience:

• Students at universities during end of term parties.

Campaign Description:

• A team of well presented field staff kitted out in a stylish Dooley's branded uniform, offered mini 5cl Dooley's sample to students.
• The teams roamed around the union bars and nightclubs, giving details of the drink and encouraging people to purchase from the bar.
• The teams also organised a customer sampling competition to win a bottle of Dooley's in exchange for contact details.

Results:

• Over 90% of all students approached were willing to try the drink sample, of which the majority was for the first time.
• The product sales behind the bar peaked across all locations where the sampling was executed.