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October 1, 2009

Day of intense live activity launches energy product

A new vitamin supplement aimed at ABC1 professional working women aged 18-30 is using experiential marketing as a key part of its launch campaign.

The live element of the campaign for Bassetts Soft & Chewy Daily Energiser, the first product of its kind on the market, offers help to the ‘slumper’ – the busy woman keen to avoid the usual dip in energy levels experienced during afternoons.

Run by experiential agency Iblinkworld, the activity, is designed to reach a consumer described as “Work hard, play hard Penny” during a typical day in the office.

Taking place on 9 October in London, the campaign begins with early morning activity in mainline railway stations, field teams will then appear in high-density pedestrian ‘hotspots’, before hit squads target offices directly in the early afternoon.

Brand ambassadors will then appear from 7am at Liverpool Street, Victoria, Paddington and Waterloo stations, distributing product samples and branded Oyster card wallets containing an information leaflet with a £1 money-off voucher.

Commuters’ attention will be drawn by professional dancers performing to music on mini trampolines. With trained brand ambassadors and dancers wearing ‘Jump out of the slump’ T-shirts, the brand experience is designed to emphasise the Bassetts Soft & Chewy positioning of ‘young, lively and energetic’.
During mid-morning, guerrilla teams will sample at consumer ‘hotspots’, targeting busy areas such as Broadgate Arena at Liverpool Street.

Then, in the early afternoon, the brand ambassadors will visit around 30 major businesses. The emphasis will be upon the media, consultancy, and professional services sectors, encouraging sampling and word-of-mouth activity with the help of office managers or human resources staff.
Iblinkworld has also arranged a sampling partnership with online fashion retailer ASOS, which will distribute a further 30,000 samples and leaflets when fulfilling customer orders.    
“This is a high-density campaign designed to engage, inform and convert very quickly to purchase,” said iblinkworld MD Alex John.

“The campaign messages will drive home what is a clear and compelling product proposition, so we fully expect many thousands of “work hard, play hard Pennys” to become brand converts in no time at all.”



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