CASE STUDY: Sampling Green and Blacks across the underground.
Provided by Blackjack Promotions
Blackjack provided Brand Ambassadors, project management and vehicle logistics to distribute free samples of Green and Blacks.
What was the Challenge / Background of the Campaign?
Blackjack were tasked to manage a distribution activity which would coincide with the launch of out-of-home ads within the stations and on buses throughout the capital. The challenge of this project was to manage the activity over 17 locations including re-stocking and assuring that there was plenty of stock left for the busiest period of the day, the Friday evening rush hour. It was at this time that the OOH ads within the station went live and so it was essential that the samples were available then in order to reinforce the brand exposure.
What was the Campaign Objective?
The aim of the campaign was to promote two new flavours in the Green and Black's range, in time for Christmas. It was essential that the distirbution coincided with the OOH media (DEP's, bus ads) to achieve full effect.
What was the Solution?
Blackjack recruited enthusiastic and proactive staff and placed them into teams - each with a team leader, 2-3 brand ambassadors and a runner to ensure the smooth running of the activity. Additionally, with the project taking place in so many locations at once, the project manager was on-site throughout the day, being on hand to directly handle any issues which arose. The staff were placed in high-footfall areas throughout London's underground network, with extra focus placed on the time periods where footfall was highest. Staff vocalised the brand's key message.
What were the Results?
The samples were extremely popular and our Brand Ambassadors distributed 199,309 samples. Despite the popularity of the tester, the team leaders ensured that there was a steady distribution rate thoughout the day, holding back sufficient stock for the busiest period - 4-7pm. Our dedicated runners kept the teams stocked at all times. Blackjack provided branded aprons for the staff to wear, enforcing the brand association, and many commuters mentioned G&B and the activity on Twitter and Facebook.
What were the Key Learnings of this Campaign?
Targeted sampling twinned with OOH media shows not only can the consumer see the product on offer but they can taste and 'try' the product which traditionally leads to a larger increase in sales.