Context is key for Bondi Sands new body range

A 'better for you' energy drink

Lion, one of Australia’s leading beverage brands, was all set to launch their new Dare Sparkling Cold Brew Coffee. Sparkling cold brew coffee is trending across the US, with many consumers reaching for it as a “better for you” energy drink. Lion was confident the product would prove popular here in Australia, too. But first, they wanted to trial the product in Queensland to gather valuable consumer feedback to inform their go-to-market strategy. Brandcrush was tasked with sampling Dare Sparkling in Queensland. The campaign sought to target University students and, more broadly, people in the 18-34 age bracket, which is the key consumer identified by Lion’s prior research. Through the activations, the brand hoped to promote the new product while also gaining an insight into customers’ feedback by encouraging them to complete a feedback form online. Through Brandcrush, an in-store “pop up” activation was booked featuring chilled, branded assets at Culture Kings Brisbane & Culture Kings Pacific Fair. Two co-working locations in Brisbane were also booked to provide an afternoon pick-me-up for busy office workers. Unfortunately, when the activation occurred, COVID-19 was impacting Australians. The activation was scheduled for the first weekend of social distancing in, arguably, Australia's "ground zero" (Gold Coast). This had a sizeable impact on the activation, leading to decreased foot traffic in-store and low engagement. The lower consumer reach meant less product being sampled which caused an oversupply of stock at the activation locations. It quickly became apparent that we could only move half the expected stock through our activation. We had to quickly pivot to re-deploy the remaining stock — keeping it chilled — within the existing budget. This was done in a race against time before further behavioural shifts and consumer restrictions were brought in by the Government in response to the pandemic. Thanks to our existing network and newly created partnerships, we managed to deliver 10,000 units into apartments in residential towers, through rideshare vehicles and worthy community initiatives and charities. The result was truly a win/win/win for the brand, Activation Partners and consumers, generating great content and feedback for Dare Sparkling Cold Brew Coffee, and delighting consumers with delicious products to trial.

Bathroom

Introducing a well-loved classic to brand new users

Pears are a well-established brand who were looking to reach new consumers through their Pears Liquid Hand Wash campaign. The brand booked 39 activations space through Brandcrush’s premium network, placing full-sized products for customers to use in bathrooms at cafes and gyms. For less than 50c per reach, Pears was able to reach 21,000 new potential customers. The contextually relevant placement of the product also meant that product features and benefits were clearly experienced by their target consumers, tapping into their senses and leaving a lasting impression.

Chilled Sampling

Timing is everything

PERKii is a range of delicious, probiotic juices that offer great taste but even better benefits for the consumer.  With literally billions of probiotics in each beverage, PERKii is the brainchild of a leading team of Food Technicians at The University of Queensland. Their unique  encapsulation process protects the probiotics from being destroyed by our stomachs with a natural, micro-coating so they are able to get to where it really matters: your gut! Unfortunately, due to Covid-19, the PERKii team found themselves with excess stock in Queensland and Victoria. Rather than let their product go to waste, they decided this was a great opportunity to grow their fanbase by distributing this excess stock as free samples.  The impending use-by date of the products meant a solution was needed, fast. Using our seamless booking platform, the PERKii team booked their sampling activation via one of our most popular Partners, Geezy, who offer access to a nationwide network of rideshare and food delivery drivers.  By filtering their options, PERKii were able to zero in on specific postcodes within Sydney and Melbourne to target consumers using rideshare services in areas where they could also track uptake with nearby retailers.  The activation was a huge success, with PERKii reaching more than 16,000 potential new customers with their free samples. The activation was also a great success for Geezy, who reported that their drivers saw an increase in both ratings from passengers and tips during the activation.