Cleverly introducing the product to cinemagoers at the height of winter, two Inline Indoor Media Promoters wearing Horlicks Light dispensers, clearly branded on backpacks and cups, distributed samples of the new Horlicks Light to cinema patrons as they exited the cinema, and just before they braced the winter air! To demonstrate the product's ability to taste very similar to the original brand, while reinforcing its key attribute being a highly reduced fat content for those seeking a healthier alternative, promoters made the product with skim milk and minimal sugar, and were instructed to inform the cinemagoers of this fact and establish consumer reaction to the product.
The promotional campaign was strategically conducted on "high traffic" cinema going days, which include half-price Tuesdays and Friday and Saturday prime viewing. Each campaign was conducted during leading time slots namely 19H00 to 20H00 and again at 21H00 to 22H00, ensuring the brands exposure to maximum audience numbers. To encourage future purchase, cinema patrons who were most interested were given coupons offering R5 off their next Horlicks Light purchase.
"Recognising that return on investment is imperative to any advertiser, promoters were encouraged to distribute the coupons to cinema patrons that expressed interest in the brand. This meant patrons weren't forced to take the offer, and client can gauge, based on the number of coupons distributed, the consumers response to the product," comments Andre' Fraunstein, Sales Director, CineMARK.
Although promoters were encouraged to focus on cinema patrons as they left the cinema, many of the arriving cinemagoers showed interest in the product.
"The general reaction from the consumers leaving the 17H00 shows which exit at approximately 19H00, were younger in profile and while arguably are not current consumers are the early adopting market and exposure to the brand can be linked to future purchasing patterns. The later shows saw high interest levels in the product with audience age groups extending into the 35+ age groups.
Consumer response was positive with particular reference made to the remarkable closeness of the product in relation to the original brand, patrons also expressed excitement at the availability of the product with one patron exclaiming.
The campaign was conducted on a national basis in leading cinema sites across the country including Eastgate, The Zone, Sandton City, Hyde Park, Canal Walk, Cavendish Commercial and Cinema Nouveau, Gateway, Brooklyn and Menlyn Park to name a few.
Owlhurst on behalf of CineMARK
