Diet Coke Vs Stylist
Our brief was
to ...
We had the fantastic opportunity to deliver a twelve-week UK-wide sampling campaign, giving away half a million ice-cold 150ml Diet Coke samples with a complete perfect serve in thirteen locations.
So this is what we did
Strategy
Our strategy hinged on distributing a target number of samples alongside busy commuter and shopping times. With agreed key messaging, we ensured the optimum plan was implemented across shopping centres, fashion, and student nights.
Training
We trained a full staffing team of local event managers and brand ambassadors to support these sessions; from product training and perfect serve policy to a competition mechanic designed to drive footfall to store, with a purchase and recycling scheme.
Samples
Splitting our 500k target across 3 areas, we aimed to distribute 150k samples at Westfield in London, 235k at Intu Student and Fashion nights, and 115k at local shopping centres across the UK.
Logistical support
We assisted with the planning and logistical support, from stock management at warehouses, chilled product delivery onsite with arctic lorries, site space management, artwork, dump bin designs and a recycling scheme to reduce the carbon footprint of the campaign.
The team were set up both internally and externally which meant that they had a great presence in the centre. The internal site bottle necked towards the team, meaning that they could interact with nearly everyone that walked past. The team had a fantastic day, smashing their target!
Intu Chapelfield Shopping Centre
The results
staffing shifts
sample target
serves in one shift at Westfield Shopping Centre in London
locations across the UK
