CASE STUDY: BMI Café Culture Campaign
Provided by Blackjack Promotions
Blackjack provided an experiential 'cafe culture' campaign in London to raise awareness of BMI offers.
What was the Challenge / Background of the Campaign?
BMI launched a new campaign centred on café culture destinations. In order to bring this campaign to life Blackjack organised experiential activity to run alongside the online and OOH advertising for one week. This consisted of chalk boards detailing the café culture destinations and offers. These bespoke chalk boards were placed outside coffee shops in order to raise awareness of the BMI offers and attract coffee drinkers who would be interested in the destinations.
What was the Campaign Objective?
The objective of the campaign was to raise awareness of BMI offers.
What was the Solution?
Blackjack placed the content and logos onto each of the boards using their in-house creative team and negotiated appropriate site space with ten independent coffee shops. We arranged the chalk board deliveries and organised brand ambassadors to 'mystery-shop' the coffee shops ensuring the boards were placed in high footfall positions and communicating additional key messages to the managers so they were able to deal with any consumer questions.
What were the Results?
BMI saw a genuine increase in bookings as a result of the campaign. Website hits increased dramatically and positive messaging was seen across the board.
What were the Key Learnings of this Campaign?
Turning shop managers into brand advocates and brand ambassadors for BMI, through educating and teaching them of the latest deals and offers, was a huge success. This meant we covered a wide area and