CASE STUDY: Lucozade become University students' brand of choice
Provided by BAM
Lucozade reveal the power of face-to-face experiential marketing and student sampling at official university Freshers' Fairs.
What was the Challenge / Background of the Campaign?
Besides identifying the most effective channels for targeting and gaining relevance amongst students on a national scale, the key challenge for this campaign was successfully managing the booking and logistics of a complex campaign which involved almost 100 media owners across the UK.
What was the Campaign Objective?
Lucozade's key objectives were to build brand awareness, encourage sampling of products and drive sales within the higher education sector. The specific aims were to:
1) Engage with Lucozade's key target market across the brand's drinks portfolio
2) Gain relevance with core 16-24 year old target audience
3) Ensure that Lucozade was top of mind with students
4) Educate and suggest on occasions suited to three main products: Lucozade Lite, Sport and Energy
What was the Solution?
Appointed creative agency HRG entrusted BAM to help plan and deliver Lucozade's national student sampling campaign. HRG were privy to our expert insight into the market built up over 16 years to help identify the most effective channels for the campaign. We understood Lucozade's need to engage with HE students on their home turf and used our insight and experience to select the top 97 universities by footfall, location and on-campus stores. BAM were able to utilise our strong relationships to ensure the efficient placement of the campaign through one central contact.
What were the Results?
Lucozade handed out more than 250,000 samples. The scope and engaging nature of the campaign resulted in Lucozade being voted by students as one of their top 3 favourite freshers stalls in the UK! Billie Whitmore at HRG said: "We chose BAM because of their great track record in negotiating face-to-face experiential campaigns with their contacts at key universities in the UK. By allowing students to engage with the Lucozade brand and Lucozade products in a student setting the campaign was effective, fun and enjoyable and would not have been possible without BAM's help."
What were the Key Learnings of this Campaign?
Freshers' Fairs offer unrivalled access for brands to engage with students in person, at a time when they are enthusiastically developing purchasing habits and forming new relationships with brands.
Strong creative marketing which combines interactive and engaging activities with a strong and relevant brand proposition are key to freshers marketing success.
The power of freebies should also never be underestimated! BAM's National Freshers' Report 2014 revealed that 64% of students stated freebies were the primary reason for attending their Freshers' Fair.