Best practice from iD
As part of Nestlé's move into the hot chocolate category with Aero Hot Chocolate, iD was selected to run a nationwide sampling campaign in 2007 to launch the product into the market place.
In 2008, once the product was established on the shelves, Nestlé came to us again to run a bigger, more 'Experiential' campaign – here’s how it went down…
“Develop an integrated through the line marketing campaign that builds on the success of 2007. The activity must champion our key differentiator & key brand attribute; bubbles,” instructed Aero Brand Manager, Vicky Hall.
“They really do make a difference to the taste of the product and help reinforce consumer perceptions of Aero Hot Chocolate.”
The iD Answer
To up the ante after our 2007 campaign, we built a huge Aero Bubble dome to house an unforgettable bubble inspired experience. We took the dome on the road to key Asda and Tesco supermarkets during a 6 week campaign.
Using iD STAFFING trained brand ambassadors, we lured consumers into our bubble dome with dry sample give aways, an interactive prize-giving floor and lashings and lashings of Aero Hot Chocolate!
The dome acted as a consumer chill out zone, giving families a place to relax, away from the stresses of the weekly shop.
This was one of the most successful campaigns in our long, illustrious history! During and post campaign we saw sales uplift figures of up to 3000%.
Importantly, this figure didn’t immediately drop once our campaign moved on either – consumers continued to buy the product at all of our locations.
This tells us our campaign opened consumers’ eyes but the product won their taste buds – an example of how a great product makes a great campaign.
Aero Hot Chocolate is now the category leading Hot Chocolate product in the UK, kicking Cadburys off the top spot in just its second year in the game. Thanks in no small part to Nestlé’s commitment to good, integrated Experiential.
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