CASE STUDY: Strongbow - Make an Epic Entrance

Provided by Initials Marketing
CASE STUDY: Our disruptive on-pack promotion led us to deliver nine never-seen-before "Epic Entrances" across 3 top UK festivals

What was the Challenge / Background of the Campaign?

To re-engage a millennial audience with mainstream cider by activating Strongbow's "Let's Own It" proposition across packs and into the wider festival space.

What was the Campaign Objective?

Strongbow's objective was to drive relevance with consumers through their 'Let's Own It' platform, and re-engage a millennial audience with the brand. As a drink that is historically synonymous with festivals, we tapped into the insight that, for the audience, festival memories are made from more than just watching headline acts, they are the sum of lots of smaller memories made with their mates.

What was the Solution?

In the highly saturated festival market, Strongbow needed to achieve stand out. We created and ran a disruptive on-pack promotion on over 10 million packs, offering consumers the chance to win an incredible money can't buy prize, the chance to 'Make an Epic Festival Entrance' at one of three top UK festivals; The Isle of Wight Festival, Kendal Calling and Victorious.

What were the Results?

We delivered nine Epic Entrances across the festival season. From helicopters, human chariots, stretch limousines and quad bikes to pirates, hip hop dancers, American footballers and one 120-strong carnival procession -creating never-seen-before spectacles on the festival landscape. - Over 3,000 entries - A partnership with LADbible created mass awareness amongst the millennial audience gaining over 5.3million views sharing one winner's story - The Epic Entrance campaign as a whole achieved 64.8m impressions (25.5m over target)

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThe Epic Entrance campaign achieved 64.8m impressions
16 - 24
25 - 34
35 - 44
Both
AB
ABC1
C2
DE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL01 Apr 17 - 31 Aug 17DRIVE PENETRATIONEVENTS
SHOPPER MKTG
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