If campaign effectiveness and ROI counts for you…..
Up against the industry’s best competition Closer saw off at least 6 other agencies with their ‘Are You Getting Enough?’ campaign for Knorr Vie Shot to take the Gold in the Most Effective Live Event – FMCG / Pharmaceutical / Healthcare category at the recent Event Awards.
Making sure consumers were getting enough
Closer’s launch campaign designed to get young professionals to add Vie Shot to their daily routine, ‘CityBlitzed’ in 5 key regional areas targeting a high number of people who are too busy to squeeze 5 portions of fruit and veg per day into their diet.
The campaign incorporated 2 industry firsts:
- The amazing Vie Shot zone featuring a dramatic backdrop made up of 6ft high fruit filled perspex letters, created innovative mobile media and not just another traditional ‘destination’ sampling stand
- Uniquely developed ‘SpacePacks’ enabled us to wet sample the full pack size chilled bottle and made the campaign good enough to eat!
Winning results
- 166% brand share uplift in Sainsbury’s stores during the activity and sustained at 131% post activity
- 60% of consumers likely to purchase following the activity
- 1.5 million samples distributed
- 63% unprompted brand recall
- 83% of consumers researched understood what Vie Shot offers
The public simply couldn’t get enough and it was crystal clear that Closer had created one of the year’s freshest live events.
Fastest growing experiential agency in the UK, 2006
Source: Marketing, Aug 2006
If your brand could do with a shot of some vital thinking,
call Ian Billington or Belinda Chambers on 0207 471 1900 or email Ian_Billington@bcl.co.uk or Belinda_Chambers@closerto.co.uk
