The Challenge
Melrose wanted to iterate its position as market leader and cement top of mind awareness with its consumers. Part of the activation was communicating the on-pack promotion where shoppers stood to win 1 of 100 Nintendo 3DS XL consoles. A critical part of the campaign was reinforcing to parents that Melrose was the perfect and convenient lunchbox solution, whether as a convenient snack or an ideal spread for sandwiches.
The Solution
The activation focused on two components. The first was creating demand and awareness at centre courts prior to kids going back to school. The second was closing the sale when the activations went in-store at the end of January through to March 2013.
Centre courts were highly interactive with high engagement for both shoppers and consumers. There were three engagement zones. The first was the activity zone where kids could colour in and/or complete the maze. The second was the gaming zone where one could try out Mario Brothers 2 on the Nintendo. Lastly, the photo zone encouraged parents to have photos taken with their kids on presentation of proof of purchase of two Melrose products.
The Results
The centre court activations took place at Clearwater, Menlyn, Canal Walk and Gateway malls. Consumers commended the team for the high engagement and educational value. In-store focused on 39 hypermarkets, nationally. The brand ambassadors approached over 30,000 shoppers in only five weekends converting over 40% of engagements into sales.
About Tradeway:
Tradeway are specialists at recruiting, training and managing resources for experiential activations, direct consumer engagement and field services.
Tradeway provides reliable resources that will consistently represent your brand delivering the highest levels of compliance and return. Driven by our continued investment in proprietary technology, the latest training and testing methods in addition to people development, we are able to streamline representation, automate activation schedules, track our resources and monitor campaign performance in real time.
Contact: Michelle Francis
Email: az.oc.yawedart@ellehcim
