CASE STUDY: Total Students' DJ Truck drives awareness for Bongo

Provided by Total Students Limited
Customised branding of our DJ Truck attracted national attention from the student market, boosting brand awareness and attitude.
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What was the Challenge / Background of the Campaign?

Bongo is a multinational company that provides an SMS based information service for its users. Bongo came to Total Students with the aim of raising brand awareness and successfully breaking into the UK student market.

What was the Solution?

Total Students provided Bongo with a fully-branded, custom-wrapped DJ Truck. The "Bongo Truck" travelled to student events nationwide for publicity and promotional purposes. The DJ Truck converts into a DJ booth for live performances. This shaped and strengthened Bongo's brand attitude, ensuring that Bongo successfully engaged with their target demographic. Bongo also attended the Student Lock-In 2013 tour with the DJ Truck. At each event, Bongo were provided with staff who could roam the venue, interacting with and distributing promotional material to the students.

What were the Results?

Thanks to Bongo's relationship with Total Students, Bongo were able to break into the UK student market, gaining nationwide recognition and increasing awareness as a direct result of their participation in the tour and their exposure via the branded DJ Truck. At the Student Lock-In events, Total Students were able to distribute over 90,000 units of Bongo promotional items.This figure highlights the Student Lock-In tour as an effective and efficient distribution method for companies wishing to engage with and distribute to the student market.

What were the Key Learnings of this Campaign?

The branded DJ Truck's distinct nature gave Bongo consistent brand exposure, enhanced by their 3 month tour around the UK. The DJ Truck at the Student Lock-In events also allowed Bongo to focus their efforts on the student demographic. They forged a lasting and positive relationship with the student market through the memorable branding of the DJ Truck and the extensive distribution of promotional materials; all of which ensured that Bongo are effectively ingrained in the student consciousness for the foreseeable future.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k16-24 yr old students
16 - 24All Genders
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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