CREATE AN INTEGRATED CAMPAIGN ACROSS CHANNELS
With sales in steady decline and a need to reconnect with a younger market, Continental developed Cup-a-Soup Sensations. Our challenge was to drive awareness and subsequently trial of this new product, with the competitive young female market.
In collaboration with sister agency Deepend, we created a unique ‘Secret Office’ experience, tapping into the “50 Shades of Grey” phenomenon, amplifying the saucy conversations already happening around office water coolers. City centre activations were publicised through blogger and media outreach, and underpinned by a social sampling campaign to build an appetite for Sensations before they hit the shelves.
Sensations spread to office workers across Australia reaching over 2 million people. Almost 38,000 samples were distributed to offices across Australia. Visitors to the Secret Office located in the Sydney CBD received over 9,000 samples to share with their office colleagues.
Over the campaign period, the Facebook community also enjoyed a healthy engagement rate of 0.599%. Continental achieved 4% national category growth and an 82.6% market share in dry soup (their highest in five years).