Sportlife
car washes, meal delivery companies, gas stations and tobacco stores
The perfect timing for unexpected refreshment
Sportlife aimed to significantly boost awareness of their new Deep Frozen Mints among men and women aged 20 to 45. The challenge in this campaign was not only to reach the target group, but above all to do so at the very best moment. We looked for the ultimate consumption moment: that moment when you get into the car, are on the road, or have just eaten and truly crave an ice-cold, fresh pick-me-up.
Approach
To perfectly capitalize on these consumption moments, we conducted this campaign via car washes, meal delivery companies, gas stations, and tobacco and convenience stores.. Each of these are locations where the need for a fresh mint is logical and high. With every car wash or order, the consumer received a sample, including a flyer with an attractive cashback promotion as an extra. .
What made this approach extra powerful was the creation of a direct purchase moment. At the gas stations and tobacco stores, we provided not only free distribution samples but also special sales boxes with an attractive counter display. . This allowed us to immediately convert the perfectly timed trial moment into a sales moment on the shop floor..
Results
The campaign aligned seamlessly with the moments when consumers were most open to refreshment.. The samples were received extremely well everywhere and distributed quickly.. We received enthusiastic feedback from the locations; guests found the mints wonderfully fresh and asked after tasting: "Do you sell these as well?".
Because we had provided the gas stations and tobacco stores with sales displays, entrepreneurs could immediately meet that demand. Various locations provided direct feedback that sales actually increased thanks to this clever sampling moment. . A very successful promotion with happy consumers and satisfied entrepreneurs!
