Pro Plus wanted to target students and promote the brand as a 'stay-awake' aid in a busy and hectic student life.
To position Pro Plus as the energy boost choice of students. Increase brand awareness of Pro Plus, positioning them as a young and witty brand with attitude to highlight the synergy between the benefits of the Pro Plus energy boost and the hectic student life, thus increasing sales.
- To run a trial awareness building campaign at 15 universities across three regions in the North of England.
- To create an exciting buzz around campus associated with the brand.
- To increase sales of Pro Plus in each region by 8%.
A concentrated regional campaign in Lancashire, Yorkshire and Midlands region of the UK across 15 universities, followed by a national campaign across 28 universities. Student Brand Managers recruited and trained to execute trade support at local shops for POS displays, promotional distribution across campus in high traffic areas, event management and obtain on-campus PR. Promotional staff recruited and trained to manage experiential roadshow, encouraging students to consider Pro Plus as an alert aid and participate in event activities.
Promotional activity at 15 universities = 225 days. 45,000 flyers, 12,000 tent cards, 7,500 halls of residence door hangers, 2,250 posters, 1,500 t-shirts, and attendance at 15 events totalling 18,000 students. On-campus events such as a bouncy slide, walking eye-balls, pool tournaments, and raffles for a 24 Hour Party Pack. Total campaign reach: 86,000 students. Peer-to-peer communication to educate students on Pro Plus and its ingredients changed perception of the product. Campaign won the OTC Consumer Advertising Award for Other Media in 2007.
Events drew attention to an existing brand, increased popularity immediately through peer to peer WOM and interaction with the brand. Repositioning Pro Plus as a "stay awake" aid as opposed to a hangover cure lent a more positive approach to the product, encouraging students to use it on a regular basis to keep up with their busy schedules. "CG developed a highly targeted and innovative student campaign for Pro Plus, which resulted in a significant sales uplift for the brand. The implementation and tone was perfectly aligned with the brand." Kate Williams, Bayer.