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RUBICON | GUERRILLA MARKETING CASE STUDY

Nationwide sampling tour delivering fruity Rubicon samples

Type: Guerrilla Marketing Client: Rubicon
The Challenge

Raising trial & brand awareness of Rubicon

This guerrilla marketing case study highlights how i2i supported the launch of the NEW Rubicon Spring Pineapple Passion & the classic Rubicon Sparkling Mango flavour with nationwide summer sampling tour

The main focus for this guerrilla marketing campaign was to drive awareness and trial therefore getting the products into the hands of the core audience, in a memorable way, was essential.

Research proved that when consumers trialled Pineapple Passion it was a hit & drove future sales, so raising that initial awareness by sampling is key.

The sampling tour was 5 weeks & included a geographical spread across England & Scotland.

We produced a suite of branded assets to be utilised across both Rubicon Spring & Sparkling whilst showcasing their individual personalities.

 

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Guerrilla Marketing Case Study

Rubicon Summer Sampling

Sampling Rubicon drinks during the summer months targeting key towns & cities in England & Scotland.

i2i developed innovative kit which showcased the brands personalities, for Rubicon Spring a pineapple bubble machine was placed on the streets highlighting the bubbly nature of the drinks & creating theatre to attract passers by.

Rubicon Sparkling had a branded TukTuk which gave consumers a FREE ‘unboring journey’ to work or seeing the sites around London whilst they enjoyed their delicious sample. For many customers this was a WOW! moment & they were extremely grateful for the experience.

Full sized samples were offered of both variants & i2i worked closely with logistical partners to ensure the team maximised distribution, serving tasty chilled drinks, whilst successfully completing guerrilla activity where feasible.

 

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The Impact

36

days

190,000

Samples

83%

Future purchasers
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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KA | GUERRILLA MARKETING CAMPAIGN

Delivering Full of Flava KA Samples to Urban Locations

Type: Guerrilla Marketing Client: KA
The Challenge

Raising trial & brand awareness of KA

Getting products into the hands of consumers in a memorable & engaging fashion.

The main focus of our guerrilla marketing campaign was to drive awareness and trial, therefore getting the products into the hands of the core audience, in a memorable way, was essential.

i2i were briefed to utilise the brands colourful assets to create a set-up which would stand out in busy urban centres.

 

 

 

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The Idea

Summer sampling tour

Delivering delicious samples to target audience of new KA product launch

i2i recommended a sampling schedule for the KA guerrilla marketing campaign, to reach major urban destinations in both London & the Midlands, where KA would be able to target their core audience.

Utilising the brand assets i2i designed an innovative kit using dumpbins shaped as replica cans, a highly branded recycle bin to encourage responsible disposable of waste and brightly coloured uniforms.  We also developed a KA spinning wheel to enhance the unique mix of brand flavours as well as large festival flags to give height branding and stand-out in busy locations.

All customers were offered a different KA flavour to try & to provide valuable consumer feedback to the sampling team.

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The Impact

70%

new trialists

58,500

Samples

80%

Future purchasers
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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DAVIDSTOW | EFFECTIVE GUERRILLA MARKETING

Cornish Sampling Tour Delivering Delicious Cheese Samples

Type: Guerrilla Marketing Client: Davidstow
The Challenge

Raising trial & brand awareness of Davidstow Cheese

Celebrating Davidstow's Cornish heritage with immersive sampling campaign.

Davidstow wanted to reach holidaymakers & locals in popular Cornish towns with an effective guerrilla marketing campaign. The goal was to share their exquisite range of delicious cheeses as free product samples.

Without trial it is difficult for customers to understand the vast differences in taste between alternative brands as well as between the different brands within the Davidstow range.

Although brand awareness is relatively high amongst Cornish locals, nationwide brand awareness proved to be relatively low.

i2i developed a strategy to drive trial, future purchases & increase brand awareness.

 

 

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The Idea

Davidstow sampling tour around popular Cornish holiday destinations

Davidstow sampling van delivering delicious cheese samples to holidaymakers

i2i recommended a mobile sampling activation to maximise opportunities to interact with consumers in the RIGHT environments at the RELEVANT times whilst paying minimal costs on venue fees.

Location plan was targeted to Cornwall ensuring the campaign captured key towns & cities, attracting family holidaymakers throughout the summer months.

The schedule incorporated a variety of relevant settings such as family leisure locations, harbour sides and beaches.

A simple yet eye-catching set up was used to ensure high impact and brand memorability for consumers.

Samples were offered across 3 different variants of cheese appealing to a range of consumers tastes.  Consumers were able to taste & compare the different strengths of flavour and discover what was the best Davidstow cheese for them.

An experienced team led the activation educating consumers of the key benefits of the range & making recommendations based on consumers preferences.

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The Impact

12

Days

38,000

Samples

83%

Future purchase intent
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

Ooola Secrets

Guerrilla Marketing for Food | Ooola Secrets

Delicious new chocolate mousse

Type: Guerrilla Marketing Client: Emmi
The Challenge

Supporting new product launch

Support the product launch of a brand-new chocolate mousse with guerilla marketing for the food and beverage industry - Ooola Secrets

We were briefed by Emmi to support the product launch of their brand-new chocolate mousse Ooola Secrets because of our experience in guerilla marketing within the food and beverage industry.

Implement a nationwide sampling campaign to generate brand awareness, drive trial, and immediate purchase.

The campaign would be supported by a half-price promotion in selected Tesco retailers.

Ooola Secrets, Shared Experiences
The Idea

Highly mobile sampling teams

Two highly branded mobile sampling teams visited wide ranging locations including Tesco retailers in high footfall locations, to surprise and delight consumers with a delicious FREE sample

Two ambush sampling teams visited 22 UK locations including town and city centres and Tesco retailers in high footfall locations with high reach of our desired target audience. The activity involved trained Brand Ambassadors distributing samples and leaflets through surprising & delighting office workers with targeted office drops & the general public through street sampling in the run up to Christmas.

To drive consumer traffic to the Ooola Secrets Facebook page, we ran a competition for one lucky winner could secure themselves a luxurious Secret Escapes holiday up to the value of £2,500.

i2i, experiential marketing agency, used a range of tools to enhance & promote the brands image including branded vehicles, chilled sampling trolleys, uniforms, giant flags, and informative eye-catching leaflets to capture the public’s attention and encourage interaction and trial with the target audience.

Ooola Secrets
Ooola Secrets
Ooola Secrets
Ooola Secrets
The Impact

30

Days activity

125,000

Samples

1.5 Million

Opportunities to see
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

IRN-BRU | i2i guerilla marketing examples

Guerrilla Marketing Examples | Irn-Bru Xtra

Unbelievable taste of IRN-BRU Xtra

Type: Guerrilla Marketing Client: Irn-Bru Xtra
The Challenge

IRN-BRU Xtra tour of Scotland

i2i were tasked to devise a cost effective way of taking the fantastic taste of IRN-BRU Xtra throughout Scotland!

In a market flooded with low calorie carbonated drinks how do you effectively communicate your brand messages in a memorable way? This is a superb guerrilla marketing example, demonstrating the power of this method of experiential marketing.

IRN-BRU
The Idea

IRN-BRU Sampling Tour

Mass sampling campaign distributed thousands of samples to thirsty Scots in their local towns & cities

Targeting key areas of mainland Scotland i2i devised a mass sampling strategy to distribute thousands of samples to thirsty Scots in their local towns & cities.

i2i planned this example of guerrilla marketing activation around key events which were likely to generate high volumes of the brands target audience.

The teams communicated the key brand messages on chilled mobile dispensers and memorable sandwich boards.

IRN-BRU | i2i guerilla marketing examples
IRN-BRU
IRN-BRU
IRN-BRU
The Impact

15

Sampling days

75,000

Samples

80%

Intent to purchase in future
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

KA

Ka Reload | Guerilla Marketing Companies

KA’s new energy drink : KA Reload

Type: Guerrilla Marketing Client: KA Reload
The Challenge

Introducing KA’s new energy drink KA Reload

Raise awareness and drive sales

How to raise awareness using guerilla marketing & encourage consumers to purchase a new companies energy drink on the market which is primarily sold in CTNS?

New companies, such as, KA using guerilla marketing
The Idea

The Notting Hill Carnival

Mass sampling campaign to reach KA’s target audience at various sites around Notting Hill Carnival which captured the essence of the KA brand perfectly.

i2i Experiential Marketing Agency, devised a mass sampling strategy to reach KA’s key target audience at various high footfall sites around the popular Notting Hill Carnival which captures the essence of the KA brand perfectly. This was an extremely cost-effective strategy to reach high volumes of the relevant target audience at a fraction of the cost compared to attending a live event.

We recruited a team of high vibe, festival enthusiasts who could really create a stir with the audience whilst capturing valuable consumer feedback & getting products into the hands of the public.

The team reached consumers, using guerrilla marketing, in a relaxed, positive environment, & communicated the key product messages in a memorable & engaging manner to ensure the key benefits were highlighted effectively.

KA
KA
KA
KA
The Impact

22,000

Samples

77%

New Trialists

80%

Purchase in future
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

Emmi Caffe Latte

Guerrilla Marketing Services | Emmi | i2i Marketing Case Study

Building new product awareness with consumer sampling

Type: Guerrilla Marketing Client: Emmi
The Challenge

Driving consumer trial

Introducing UK consumers to Cafe Latte and the growing chilled coffee concept through guerrilla marketing services

Despite the expansion of the coffee market in the UK, iced coffee drinking remains a novelty for most. Emmi looked to sample their Caffè Latte drink to inspire new consumers to make it their drink of choice by building brand awareness and letting consumers trial the delicious taste for themselves.

Education was key: our challenge was to address low awareness of iced coffee as a grocery product, rather than just a coffee house chain staple.

Emmi Caffe Latte
The Idea

Highly branded sampling team

Funky megavan was designed to be highly mobile whilst delivering high volume chilled samples

Part of the delivery of our guerrilla marketing services included creating a mobile Caffè Latte café funky megavan conversion, distributing generous chilled samples to give an instant taste of “fresh coffee, ice cold.” During the week, we targeted working adults on their way to and from work. At the weekends, we activated at groceries to sample and convert consumers as they completed their weekly shop.

Emmi Caffe Latte
Emmi Caffe Latte
Emmi Caffe Latte
Emmi Caffe Latte
The Impact

150,000

Trialists

+693%

Sales uplift at Tesco

+481%

Sales uplift at Sainsbury’s
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

Carl Zeiss

Guerilla Marketing Case Studies | ZEISS

Integrated campaign targeting b2b & b2c customers

Type: Guerrilla Marketing Client: ZEISS
The Challenge

Introducing the NEW Zeiss Smartphone Wipes

Target both b2c and b2b customers

This Guerilla Marketing Case Study documents how ZEISS had recently launched NEW Smartphone Wipes which offer visibly superior cleaning performance with a brilliant streak-free finish.

They needed to both raise awareness, using experiential marketing, and trial amongst consumers whilst grabbing the attention of key retail buyers to encourage listings.

Carl Zeiss
The Idea

Highly targeted sampling campaign

Branded sampling teams targeted key office workers and buyers in key retailers, supported by a roaming mobile media van as well as a direct-to-desk sampling campaign

i2i developed a structured sampling campaign to reach prime office workers who matched the target audience as well as relevant buyers in potential retailers.

We offered everyone a branded pillow pack containing 6 x Smartphone Wipes.

Branded teams handed out the samples outside Head Offices including companies such as Sainsbury’s, Apple HQ, Virgin and Tesco.

We supported this by offering “Direct to Desk” sampling reaching additional retail groups such as O2 and Vodafone.

All recipients were encouraged to upload a picture to #loveyourphone for the chance to win an iPad.

Carl Zeiss
Carl Zeiss
Carl Zeiss
Carl Zeiss
The Impact

100%

Product satisfaction

96%

Would recommend Carl Zeiss
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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