i2i brand experience agency worked closely with Rubicon RAW to reach their key objectives which included driving awareness and trial amongst their core audience accelerating brand growth. Reaching the gaming community was a natural fit for the brand with the gaming industry being an ever-growing industry achieving a 7.3% growth YOY, reaching Rubicon RAW’s 18-35 year old target audience with a slight male SKU.

The gaming industry is a natural fit for energy brands as it helps achieve enhanced concentration allowing users to play their best, but for longer periods of time too.

Therefore it was imperative to drive brand awareness and future purchase with engaging brand sampling focusing on high volume, cost efficiencies, and targeted sampling in a memorable and interactive way.

i2i developed a strategy to reach gamers at multiple touchpoints including at EGX one of the biggest UK Gaming events hosted at the London Excel. EGX attracts approximately 42,000 visitors across a 4 day activation giving gaming fanatics the chance to trial new game releases, engage with relevant brands & watch & play tournaments. This proved a great opportunity to capture a nationwide reach & engage with customers whilst they are in a positive & relaxed mindset.

i2i used research to determine the most popular times that gamers eat, as well as the food they are most likely to order & created a targeted campaign alongside food delivery companies distributing free samples & supporting collateral driving future purchase.

Another layer to the strategy was by conducting workplace sampling in industries which were likely to reach a high percentage of our target audience. Customers were given the opportunity to provide feedback post-trial for the opportunity to be included in a prize draw providing valuable customer insight.

i2i brand experience agency worked closely with Rubicon RAW to reach their key objectives which included driving awareness and trial amongst their core audience. Students were a natural fit with 63% of students completing high energy & focus tasks such as coursework & studying during the evenings. Naturally students are a loyal audience for brands, statistics advise that 60% of students believe when they connect with a brand they will remain brand loyal showcasing the importance of remaining front of mind.

Therefore it was imperative to drive brand awareness and future purchase with engaging brand sampling focusing on high volume, cost efficiencies, and targeted sampling in a memorable and interactive way.

i2i developed a range of collateral including leaflets, fridge stickers, & posters & sought permission to place in core universities around the North of England. Alongside this we completed numerous universities takeovers placing products in both students homes, communal spaces, & also at fresher events.

i2i wanted to create a disruptive & memorable impact by creating numerous touchpoints to reach the audience, but also in an environment which is comfortable, but also providing the surprise & delight element!

Money off coupons were provided to give consumers the opportunity to purchase in future

The Free From & Allergy Show has been a hugely popular amongst the coeliac audience with 25k visitors attending their London show each year. The show has proven to be a perfect opportunity for FMCG brands to reach their audience, with 90% attending to discover new foods.

The key for Genius was showcasing their brand in an immersive & engaging manner, providing stand-out at the show vs. competitor brands & converting to purchase with their knowledgeable team of brand experts & extensive range of samples available.

i2i developed a set-up which included a horse-box trailer which held all cooking equipment & cleaning facilities & then a centralised counter to distribute samples from, this allowed the team to sample a multitude of products in the range.

A eye-catching shopping area was placed to the side of the stand, allowing customers the chance to ask questions & get recommendations from the team as well as taking advantage of the excellent show offer.

A data capture mechanic was used, firstly to collate product feedback & find out brand perceptions & a secondary one was used to extend mailing list contacts incentivised by partaking in a spin to win for a chance to win a prize.

A range of samples were handed out changing throughout the day to accommodate sweet & savory & also specific meal times.

As the UK’s leading live marketing agency, James Wellbeloved used the i2i team to market at Dog Fest, a popular dog festival that attracts thousands of visitors nationwide across 3 consecutive weekends throughout September.

James Wellbeloved briefed i2i to repurpose their current assets to create an eye-catching stand where they could promote & sell their lucrative show offers whilst receiving advice from a knowledgeable brand team.

Our live marketing agency was responsible for redesigning the James Wellbeloved trailer ahead of Dog Fest including striking graphics, a range of props, & a header on top of the unit to give clear height visibility throughout the event site. The trailer was made to feel welcoming & a range of foliage was used to enhance the setup.

The rebranded trailer was designed in an eye-catching way to attract consumers and their pets to visit offering them a personalised consultation with a member of the James Wellbeloved team delivering product advice & recommendations as well as offering the chance to purchase online utilising an attractive show offer. Alongside this consumers were also incentivised to continue purchasing following the activation by offering a redeemable discount at a later point.

Influencers were invited to visit over the weekend to receive a goody bag and to drive awareness of  the brand on social media.

Rubicon briefed our marketing and events agency to develop a sampling strategy to reach students across the north of England giving them the chance to trial the new Rubicon Raw energy drink consequently increasing brand awareness & converting to future purchases.

Being a new energy drink on the market there is fierce competition from competitor brands, it was essential for Rubicon Raw to drive awareness of the product to ensure consumers select over their regular choice.

We selected a number of universities across the North of England in key cities which delivered a high footfall of students & were notoriously known for delivering immersive & engaging freshers events. We developed a cost effective but impactful kit which included a branded back banner showcasing the brand messages, 2 branded dumpbins, a feather flag to deliver height branding & a highly motivated & engaging team wearing branded uniform communicating the key brand messages.

By using our marketing and events agency, the team were able to create a stand that caught the eye, drew consumers over to receive their free sample.

This was a great opportunity for the team to collate feedback on the product & brand perceptions face to face with the target audience providing valuable insights for our client.