Being in the right place at the right time forms the cornerstone for the kind of experiential marketing strategy that ensures campaign success. This was an integral part of a campaign recently implemented by ProActive™ for Halls. Strategized by Saatchi and Saatchi, the creative concept pushed the brand message “Own the Moment”, with a focus on the Red Cherry and Fruit Burst flavours.
ProActive™ implemented the strategy, which included Shoppa Shows and Queue Stunts, in selected high consumer traffic areas, outside Home Affairs offices, at taxi ranks and at shopping malls.
The campaign’s strategic objectives were to generate brand awareness, provide the opportunity for consumers to try the products and also maximise sales, all of which were successfully met. Over 700 units were sold during the campaign. Furthermore, the overall feeling amongst consumers was that they ‘love’ the new and improved look of Halls.