THE BRIEF
To bring the client’s new brand proposition… ‘There’s a BOOST for that!’… to life in Northern Ireland, connecting with existing and new consumers and showcasing the full BOOST range – ENERGY/ SPORT/ ICED COFFEE drinks, because whatever your day brings… There’s a BOOST for that! The campaign needed to tap into the consumer passion points, identified as music, gaming, film & TV, food, travel and sport.
THE CAMPAIGN
The standout piece for this campaign was ‘There’s a BOOST for that!’ Roadshow . We designed and developed a multi-zone, fully immersive pop-up experience that presented the BOOST range in a consumer-friendly way that was relatable and engaging. A simple touchscreen survey was an important first engagement stage – identifying consumer need states and educating them on how the range of drinks on offer could help them get the most from their day.
Depending on their need state, Consumers could take a break with an Iced Coffee, test their reaction speed on our Energy light chaser game or give the Sport bottle flip challenge a go to win some cool merch. We delivered a WOW experience at 5 locations across NI including QUB where thousands of students engaged with the stand.
Other campaign touchpoints included PR, a CSR initiative with Volunteer Now personalised presentation boxes showcasing the range for key media & influencers, a media partnership with Love Belfast resulting in extensive digital and social coverage and a coordinated social media campaign with an influencer collab with Olivia McVeigh
THE RESULTS
A fully integrated marketing campaign which engaged and excited BOOST DRINKS’ core consumer and targeted sampling of over 12,000 cans & bottles
63% of those who visited the stand were aware of the brand, but 37% were not, and over 84% were more likely to buy BOOST DRINKS following their experience – a clear indication the campaign connected with both existing and new consumers, with 92% rating their experience at the roadshow excellent or very good.
PR and partnerships delivered across social media with the influencer collab with Olivia delivering almost 60k video views.
