Product category:
Experiential marketing
News Release from: Sense | Subject: sampling
Edited by the Marketingservicestalk Editorial
Team on 05 March 2008
Experiential campaign leverages
sponsorship
Toucan briefed experiential marketing agency Sense to create a campaign to leverage Amarula Cream's sponsorship of the Afrika! Afrika! show at the O2 Complex until 29 March.
The show, which has been described as a magical circus experience and incorporates acts from across the African continent, is located in the Tented Palaces just outside the main O2 Arena To drive sales and highlight Amarula's sponsorship of the show, Sense organised for a team of two Amarula promotional staff to distribute sip-samples and 50p-off vouchers for in-tent purchases pre-show and during the interval
This article was originally published on Marketingservicestalk on 6 Mar 2007 at 8.00am (UK)
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After the show promotional staff are also distributing GBP1 off coupons redeemable across all major retailers and participating stores, as well as Amarula miniature bottles for show visitors to take home with them.
As part of Amarula's sponsorship a branded bar is in position at the foyer of the Tented Palaces, which is manned by members of the Afrika! Afrika! team, and the African liqueur is also available for purchase throughout all other bars at the show, being served over ice or in hot drinks, such as a coffee.
Mike Benns, Projects Director at Toucan, said: "Amarula is known as the Spirit of Africa - it is made from the marula fruit, which grows wild on the plains of southern Africa.
"Amarula's presence at the show reinforces the African origins of the brand alongside the sampling, which adds to the whole African experience delivered by Afrika! Afrika!".
Nick Adams, Sense's managing director, added: "Preliminary results from the campaign already speak for themselves, and show that over all consumers really love the taste of Amarula.
"Sampling provides a great opportunity to convert trial to purchase, especially as a large proportion of consumers have heard of the brand previously but have not trialled or purchased it before".
Sense Marketing Services is a live brand experience specialist, set up by former founding directors of Publicis-owned agency Lime: Nick Adams (managing director), Bruce Gardner and Rich Adams (directors).
The agency was formed in February 2005 and is an independent, privately owned company.
Sense provides strategic planning, creative origination, implementation and evaluation of experiential marketing solutions for clients such as British Airways, Muller and Nivea.
Evaluation and ROI are core to its offering, and the agency recognises that clients increasingly need to make budgets work harder.
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