Danone Actimel Sampling Mission :: Sampling and Visibility

Briefing:
  • To sample the whole Actimel range (400,000) 
  • The entire sampling must take place within 4 weeks (at the heart of Winter)
  • This timing is crucial to fit with the message of the product “Prepare Yourself for the Hardship of Winter”.
  • To approach young professionals in the appropriate lifestyle  moments.
  • To be qualitative in the visibility of the actions
  • To tie in with the theme of the current Above-the-Line campaign
  • To remain within a “reasonable” sampling budget (optimize cost-efficiency)
Recommendation:
  • Build on the experience acquired thanks to the Activia sampling mission (see “Activia” case) to:
    • fine-tune the planning
    • reduce infrastructure costs by re-using existing Danone equipment
  • Meet young professionals on their way to work, at work and during their leisure time.
  • Create a modular branded infrastructure that can work in different sized locations (from massive to small)
  • Create a controlled logistics environment to keep the product at the right temperature at all times (in order to be sampled in the right conditions) :
    • Warehousing
    • Deliveries to the sampling locations
    • Storage during sampling actions
  • Negotiate the creation of Actimel “Moments” in the 5 best-performing railway stations
  • Negotiate visits to target petrol stations (Danone’s distribution partners: TOTAL and LUKOIL)
  • Select the top-20 media companies in Belgium and organize a  qualitative Actimel for the entire staff of these companies
  • Organize a planning of commando-type missions in relevant public locations across 5 main regions of Belgium
  • Create and produce all branded equipment (with sound and lights)
  • Daily management of staff recruitment, briefing and reporting recruited according to strict guidelines

 :: Sampling and Visibility
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