Medibank shopping mall pop-up

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.

Product Sampling

Targeted sampling reaches 67,000 consumers

Fibre One is a well known brand who strives to bring smiles to their consumers through yummy, low calorie snacks. With a new chocolate & salted caramel popcorn bar set to launch across Australia, the brand tasked their media agency Mindshare to find hyper-targeted sampling opportunities. Mindshare used the Brandcrush platform to discover, book & manage product sampling at 182 unique locations across the country. Associate Investment Director of Mindshare, Angie Alexis, says "We believe in the power of technology to transform our clients' businesses. Brandcrush offers a fantastic way to plan, book and manage hyper-targeted campaigns through one simple dashboard." At a cost per reach of just $0.67, Fibre One was able to reach approximately 67,000 people through product sampling and countertop sampling at 182 unique locations across the country. The hypertargeted campaign allowed the brand to get their new healthy snack directly into the hands of their preferred demographic of females aged 18-39, at a time when they’d truly appreciate it — after a workout, or at their desks. Following the roll out of the campaign, activation partners were overwhelmed with positive responses from guests and members who were thrilled to receive a free sample of this delicious, low calorie snack.

Counter Top

WeWork helps new wellness magazine connect with millennial women

WellBeing WILD is a fresh new health and lifestyle magazine from the Wellbeing team at Universal Media Co. The younger sister of WellBeing magazine, WILD is a journal for positive living. The magazine speaks to its audience with honesty and intention, tackling difficult topics like living with anxiety, working from home and gender expression – mixed up with travel, style and a bit of fun.  With the new publication set to hit the shelves here in Australia, the WILD team were looking to boost awareness ahead of the launch and get their first issue into the hands of their target market of wellness-focused millennial women. Using Brandcrush’s end-to-end booking platform, WILD booked a counter-top sampling activation campaign into 53 health and wellness centres, coworking spaces and AirBnBs across NSW, QLD and VIC. Each space received 10 copies of the magazine which were placed on coffee tables, reception desks and in waiting rooms and lunch areas. Customers and members at each location were invited to read the magazine and provide their feedback on the design, content and general appeal. The campaign reached more than 6,000 potential new readers of the magazine. Feedback from consumers was overwhelmingly positive, with people really appreciating the topics covered and the opportunity to discover the new magazine. Staff at the locations also loved the activation, commenting that the magazine was aesthetically pleasing and made a great addition to their space. The WILD team were thrilled with the feedback they received from consumers, and also loved the social media amplification from consumers posting pics of the mag. Each space also included amazing, insta-worthy pics in their campaign reports, which meant the brand had a wealth of great content for their own channels.