Cases

Footballing for cities

Postbank

Challenge

Create new, eye-catching methods of activities and addressing target groups to get the Postbank yellow into the hearts of the fans and into social media networks. Research and booking of attractive and high-footfall locations, comprehensive logistics management and development of a presentation guide for on-site realisation.

Approach

All cities in which the Postbank football club Borussia Mönchengladbach played during the season had the opportunity to win a brand new football pitch for their city – a campaign to make football players’ hearts leap for joy.  A trained 20-member team distributed postbank footballs and stopped the clock while all fans tried their hand at holding up a ball to win for their city. High visibility for this Postbank campaign was ensured with an extensive social media campaign and branded motor vehicles.

Results

Facebook fans increased significantly as a result of successful permission management, strong promotional areas, highly motivated staff, targeted tour planning, evaluation and the link to social media networks. This then created synergies between Postbank and football.

Roadshows, sampling and image promotions as well as walking performers for Haribo

Haribo

Challenge

How can the market leader’s mission be presented at the POS? How could consumers be engaged in dialogue? How could the umbrella brand be staged with new and innovative methods? How could numerous product innovations be launched and positioned separately and simultaneously under the umbrella brand?

Approach

A multi-promotional concept included a giant truck for a supermarket chain and large car parks as well as smaller in-store promotion teams and the heart of the brand, the Gold Bear, as a walking performer. A multitude of games and interactive tools were created to engage in dialogue and could undergo constant rebranding. Depending on the size and type of POS, different promotion methods were applied. Samples were also distributed and the brand was presented in a way that made it accessible and tangible.

Results

Transparent processing of consumer feedback revealed: all the brand’s promotions were the most popular and effective in the competitive environment; they had 100% trade acceptance; and the target group went to the stores specifically to experience them. Up-lifts in the corresponding periods were significant.

Multi-brand tastings for Zamora

Licor43

Challenge

Combine traditional tastings with in-depth knowledge of individual brands with great and easy-to-use recipes. Engage with potential consumers during their household shopping trips and get them to try and purchase one of the innovative new products at a special price. Develop a USP in a highly competitive market.

Approach

Trained staff as brand ambassadors who perfectly complement the Spanish brand world of the products and who present and offer the products in a friendly and courteous manner. Developed new and innovative equipment and materials from a single provider. Extensive, but always “unobtrusive and natural” logistics management.

Results

High tasting figures, above-average sales during and after the promotion periods in the relevant markets. The new products had sustained and good levels of acceptance along with repurchases.

Image promotions and symbolic acts for the VfL Wolfsburg football club

VfL Wolfsburg

Challenge

What symbolic acts and promotions could the football club use to make a lasting positive impression on the hearts and minds of the fans? A club for the whole family – how do you achieve that? How can planning be as flexible as possible so that winning a title can be included in the planning and logistics, while also allowing for the risk that it will not happen at all?

Approach

Top trained staff with promotional merchandise and specially designed promotional clothing “at the ready” for a cup win and capable of swarming across the whole city as symbolic acts (= green wolves) at the push of a button, providing vehicle drivers with great services (windscreen cleaner, etc.). VfL was to position itself as a partner, providing a positive mood and support for the whole family.

Results

Everything worked out: VfL won the cup, the complex backstage logistics came into effect, and the club would be remembered by all fans and the general public as a friendly, surprising and “cool club” thanks to a sophisticated promotional strategy. The press also reported on the many, well-received symbolic acts.

Tastings and samplings for Veltins

Grevensteiner

Challenge

What eye-catching methods could be used to present and establish a new regional beer in an already saturated market? How could pleasure be conveyed at the POS (food retail and drinks outlets)?

Approach

Creation of a complex logistics and promotion system making use of an innovative method: the beer was not tasted on site because the temperature and the intended drinking vessel (beer glass) could not be guaranteed in the tasting situation. Instead, shopping experiences as well as ways of addressing customers were created and visitors were encouraged to try the product at home after a trial purchase.

Results

Strategy successful: The product was purchased with above-average frequency, without prior tasting, but solely through a sophisticated mechanism of addressing consumers, as well as eye-catching materials and displays. Outstanding and highly trained on-site teams as well as innovative materials have been the guarantee for success here.

Sales promotions, specialist advice and product training for EPSON

EPSON

Challenge

In a fiercely competitive market, which is characterised by innovations that are sometimes difficult to communicate, top personnel were needed to successfully provide specialist advice and sales in retail outlets such as Media Markt and Saturn. The employed staff required ongoing training to be capable of addressing reservations from consumers, explaining innovations in the best possible way and always keeping their finger on the pulse of the fast-moving world of technology. High quality advice and sales must be provided here simultaneously.

Approach

A best-in-class promotional strategy was developed focusing on intensive training, an advanced incentive concept and constant personal contact, equipping the specialist staff on the floor with good selling arguments, top materials and top products.

Results

Specialist advice led to above-average sales. This increased brand loyalty and generated many first-time and spontaneous purchases.

NYX “Artist of the year”

L’Oreal

Challenge

To give newcomers to the makeup world a place to showcase their skills, as part of the NYX Face Awards. To give event guests an unforgettable evening, with all-round service and special highlights.

Approach

Providing personalised guest and VIP services using specially selected staff ensured that all guests felt well cared for. Male models cast as lifeguards provided further eye-catchers at the event. A smooth event was ensured by experienced cooperation between deployed staff and the on-site project team.

Results

A successful event, with satisfied guests who felt well looked after. A first-place make-up artist award and the associated participation in the international NYX Face Award in Los Angeles.

Sales promotions and expert advice for Vorwerk

Vorwerk

Challenge

The planning of pop-up stores in high-end environments (e.g. ECE centres) that match the brand’s premium expectations as well as the simultaneous setting up of an advanced promotional strategy that included consulting, sales and lead generation. How could we initiate consultations and sales for premium products even though visitors to the centres had not planned such expenditure in that moment?

Approach

By developing a complex and multi-level approach and lead generation methods, the concept not only aimed at ad hoc sales, but also involved the local sales team and a highly developed lead follow-up.

Results

A successful strategy as demonstrated by above-average spontaneous purchases, but also above-average lead generation with subsequent sales team visit and downstream sales. Brand awareness, sales and long-term consumers with corresponding repeat purchases were also achieved.

Summer roadshows and consumer activations for Chupa Chups

Chupa Chups

Challenge

Where and how could young target groups be reached for a cool and new product? Where could we do more than just sampling? How could we excite children who already know and have seen everything?

Approach

The idea was born of a nationwide tour through city centres and open-air swimming pools – classic fairground tools were modified, rethought and reinvented to offer extra special participatory activities on the tour, to achieve a high level of involvement by the target group and also to be relevant for the press.

Results

The press reported, and the kids queued up. The new product was a hit, the tour and its features were inspirational across the board. The project was rounded off by a high level of participation on social media and extended cross-media coverage.

Roadshows, tastings and trade fair appearances for Chiquita

Chiquita

Challenge

Development of a multi-promotional strategy for the market-leading brand. Inclusion of complex goods and materials logistics and management. What we also were unaware of: bananas go off faster than fresh fish.

Approach

Complete trade fair appearances were conceived and implemented, live cooking activities with cooking professionals were carried out, recipes and an own cookbook were developed and customer endorsements were obtained. In the process, the central message was communicated: Bananas can do much more than people think.

Results

The concept was a success. A wide variety of new recipes made consumers aware of the banana in completely new ways. Sales of the cookery book and recipe tips boomed. Sustained up-lifts at the POS during and after the promotional events. Most importantly, the measures also gave focus to the brand’s many sustainability commitments and their importance. This was a key argument in justifying the price positioning of a premium brand. This was achieved in all respects.

Image promotion for SHARE NOW

SHARE NOW

Challenge

Boosting customer satisfaction and strengthening brand loyalty at a time when direct contact with others needed to be greatly reduced. Creation of detailed route planning to access as many car-sharing vehicles as possible on a daily basis.

Approach

Trained promotional teams distributed pre-packaged product sampling bags in major cities and installed them in car-sharing vehicles. Products from cooperating companies were available in the product sampling bags making the car-sharing trip a special experience.

Results

High penetration of the target clientèle through the placement of the bags. A surprise effect that raised brand awareness and boosted customer satisfaction.

Summer tour at the POS for Sinalco

Sinalco

Challenge

Combination of tasting, detailed product information for the Sinalco range and eye-catching equipment to stimulate purchases of the brand. Creation of an efficient nationwide tour planning and ensuring close interaction with all participating campaign markets and field staff.

Approach

Implementation of tasting events during the summer, which took place parallel to a TV commercial campaign and matched the well-known brand tagline of “Sinalco tastes…”, to present nationwide the award-winning brand of the century. Trained staff entered into direct dialogue with store visitors and persuading them with detailed product information. The eye-catching promotion area encouraged visitors to linger and taste.

Results

The promotional activity was a great success due to the high number of promotional days, the generation of numerous tasting contacts, in combination with high sales. Interest in the full product range was also aroused by an interplay of classic tasting promotional activities and special priced products, give-away items and a prize draw.