THE GIG
“Develop an integrated through the line marketing campaign that champions our key differentiator & brand attribute; bubbles. Position Aero as an
anytime, sociable alternative to other hot chocolates”
THE iD ANSWER
- ‘Get Together with Aero Hot Chocolate’ campaign.
- 6 week roadshow exclusive to ASDA stores – 45 activity days.
- Aero bubble positioned front of store for maximum footfall and dwell time.
- Wet and dry samples, coupons and in-store point of sale collateral to drive purchase.
- Competition entry mechanic with purchase – trips to New York and spa days.
THE RESULT
- 179,450 consumers sampled the product (against target of 150,000).
- 64% of consumers went on to purchase.
- 1972% average sales uplift on campaign days.
- 98% average uplift maintained 5 weeks post campaign.
- Campaign won the ISP Gold award for Experiential Marketing at Point of Purchase 2009.