In among the miniature magic of New World’s 2014 Little Shop promotion, Sealord’s Little Boat campaign was winning hearts, exceeding sales targets by 300% and raising brand love scores to an all-time high. The campaign Gold for shopper marketing agency Geometry Global New Zealand at the AMPA Star Award for Best Activity Generating Brand Volume in Sydney last week (scroll down for the link). Here’s how they did it …
“Of all the categories to win, generating brand volume is the pinnacle for a shopper & activation agency,” says Geometry Global executive director Louise Cunningham. “So it’s particularly special considering the high calibre of Australian entrants we were up against.”
The biggest miniature that Little Shop had ever seen was created as part of the co-branded campaign – a scaled down, 7-foot (2.1m) custom built, Sealord fishing boat lookalike, destined for a little skipper (and an adult).
Any Sealord product purchased along with a Flybuys card swipe during the promotion put shoppers in the draw to win one of two boats.
As the Sealord Little Boat toured the nation within the in-store display space, its intrinsic shareability was leveraged through digital, social media and PR channels. A charming video starring actual Sealord skipper Mike Sheppard piloting the little boat was transformed into a 30 second TVC, pre-roll and extended Facebook content.
Retailer assets, digital and in-store communications ensured the campaign had significant presence online space and in-store, digital and social media drove awareness and conversation, while in-store shifted product volume.
Sealord head of marketing & innovation Sarah Sandoval said: “The incredible effectiveness of Little Boat was powered by an impressive understanding from Geometry Global NZ of how to maximise a retailer partnership, seamlessly assimilating into one of the country’s most successful retailer promotions and shift brand sentiment as well as volume.
“The results speak for themselves – this is the gold standard in shopper marketing.”
About Geometry Global New Zealand
Parnell based shopper marketing and digital activation agency Geometry Global New Zealand is a specialist agency within the Ogilvy & Mather Group and is part of the world’s largest activation network. Combining data, insights and pitch perfect creativity to find and own precisely the right combination of spaces, places, moments and voices along the Purchase Decision Journey, this unique approach results in more people, buying more of our clients’ brands, more often. We call this Precision Activation.
LITTLE BOAT CAMPAIGN CREDITS
Lead Agency: Geometry Global NZ
Production Company: Ogilvy NZ
Post Production: Ogilvy NZ
Head of Marketing & Innovation: Sarah Sandoval
Ambient Senior Brand Manager: Craig Harrison
Ambient Brand Manager: Nikkola Mathews
Agency: Geometry Global NZ
Executive Director: Louise Cunningham
Senior Account Director: Lina Montero Soto
Senior Account Manager: Leon Cui
Creative Director: Paul Doffizi
Art Director: Peter Wujkowski
Footage/Retoucher: Jamie Wright
Photography: Craig Haybrittle
Editor: Ben Chesters/Gary Sims
- Friday’s M+AD story here
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