Fab

NESTLE - FAB ICE LOLLIES | ROADSHOW | brand experience case study

Bringing new cool to a traditional family favourite

Type: Roadshow Client: Nestle Fab
The Challenge

Reposition Fab as a modern brand

This brand experience case study shows how i2i created a truly memorable, fun & engaging experience to show kids that ‘where there’s Fab, there’s fun’.

Fab is one of the UK’s top selling ice lollies.

However, it was losing relevance amongst young families and starting to be seen as old school. This brand experience case study shows how i2i needed to reposition Fab as a modern brand and show kids that ‘where there’s Fab, there’s fun’.

07.07.18_Fab_LR-115-2

Play Me
The Idea

#fabland!

Giant Fab playground offering supersized fun for kids!

We took #fabland on a UK tour throughout the summer to a mix of family events and holiday destinations. Each location supported #fabland via their social channels, local radio and
local news coverage, creating a real local buzz.

Stacey Soloman was our Fab Brand Ambassador adding a celebrity dimension. She personally selected the different #fabland activities with the help of her sons, posting it all on her social channels. We also created a launch event on London’s Southbank, attended by Stacy and a number of other local social influencers.

The experience included exploding confetti sprinkles, huge 5ft lolly orchard, ball pit moats and 3 supersized fab slides inside a giant dome.

Visitors uploaded photos whilst at #fabland for a FREE Fab beachball or flipflops and all parents received a MOC.

Fab
Fab
Fab
Fab
The Impact

40,000

Live interactions

1.6 Million

Social reach

5.5 Million

Impressions on social

380,000

reach through Influencer channels
    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

MAOAM

MAOAM | Roadshow

The MAOAM Mega Vend

Type: Roadshow Client: Maoam
The Challenge

Unique technology used to create engaging brand theatre

Creating a lively experiential campaign with depth and talkability to drive sales and leverage a growing social media profile of MAOAM.

Haribo wanted an impactful, integrated campaign to drive sales and leverage a growing social media profile of their fruit chew range MAOAM.

Creating a lively experiential campaign with depth and talkability, as well as delivering 1 million samples.

 

Maoam-022-HighRes-scaled

Play Me
The Idea

MAOAM Mega Vend Roadshow

An interactive vending machine designed to reward consumers for being "Mad for Maoam!"

Using bespoke, cutting-edge technology we created MAOAM Mega Vend – a “living” vending machine who interacted with consumers and rewarded them for being “Mad for MAOAM!”

The Mega Vend avatar – a digital puppet controlled by a human actor’s gestures and voice – entertained crowds at 21 shopping centres across the country. The performer at the centre of the experience could direct a performance at different age groups to ensure everyone could engage with the experience.

The simple action at the centre of the experience – say “MAOAM” correctly to receive free gifts – was easy to understand and extremely popular, inspiring consumers to take to the brand’s Facebook page – where they could interact with a digital version of the Mega Vend.

Research demonstrated that activity still had an educational role in promoting the correct pronunciation of the brand name & really helped resonate the brand identity with its target audience.

MAOAM
MAOAM
MAOAM
MAOAM
The Impact

1.5 Million

Samples

10%

Sales growth

20%

Growth of Facebook fans

1,000's

Positive on-line comments
    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

Transformers

Transformers | Roadshow

30th Anniversary celebration of iconic Transformers toys!

Type: Roadshow Client: TRANSFORMERS
The Challenge

Celebrate 30th Anniversary

Engaging brand experience to celebrate the launch of new toy line “One Step” TRANSFORMERS that changes from robot to vehicle in one fast, easy step

Hasbro’s iconic toy franchise TRANSFORMERS celebrated its 30th anniversary with the launch of a brand-new toy line and the release of the hotly anticipated movie, Transformers: Age of Extinction.

They wanted to create a brand theatre experience to showcase the simplicity of the new toy line “One step” TRANSFORMERS that change from robot to vehicle in one fast, easy step. Kids needed to get hand-on experience with the new range to understand this completely new way of play.

Picture5-3

Play Me
The Idea

Interactive Transformers Tour

Experiential roadshow, using a fully branded, seven metre trailer packed full of interactive technology and awesome TRANSFORMERS games and toys

i2i created a six-week experiential roadshow, using a fully branded, seven metre trailer packed full of interactive technology and awesome TRANSFORMERS games and toys.

The highlight of the experience was a bespoke “Fastest TRANSFORMERS” digital experience; utilising the latest Kinect technology, visitors were able to become noble Autobot Optimus Prime or savage Dinobot Grimlock and see how many times they could transform their robot against the clock.

Competitions and challenges on the tour stage kept queuing participants entertained, as well as photo opportunities with an original Peterbuilt 360 Optimus Prime truck and robot costume character.

Tour included 53 days activity at a range of festivals, events, city centres and retail visits to Toys R Us and Smyths stores

 

Transformers
Transformers
Transformers
Transformers
The Impact

200,000

Consumer contacts

3 Million

Opportunities to see

75%

Store uplift
    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

NERF

NERF | Roadshows

It's NERF Or Nothin’

Type: Roadshow Client: Nerf
The Challenge

Getting NERFs latest product into kid’s hands

Reaching parents with children in positive mind-set environments to give them a hands-on brand experience

NERF wanted to showcase their recent products in a nationwide tour where they would reach high volumes of their family target audience.

image3-1

Play Me
The Idea

The NERF Test Centre Tour

Offering a unique NERF blasting experience

We refreshed the experience with a brand new tour name, The NERF Test Centre, offering a unique blasting experience of both NEW and retro blasters and creating a 360-degree experience in & around the branded shipping container.

Customers entered the experience and chose which area they would like to trial first, head to the Regulator area to try the power of the latest blaster in the Modulus range & receiving a free branded wristband or entering the Nitro area to blast into overdrive with the new Motofury blaster.

Here consumers could shoot their foam cars up and over ramps and obstacles and receive a free personalised driving license. Lastly visit inside the shipping container to explore the history and evolution of NERF via a visual 3D timeline showcasing vintage blasters and TV adverts.

Nerf
Nerf
Nerf
Nerf
The Impact

140,000

Demonstrations

1.7 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

Nerf Mini Vault

NERF | Demonstrations

Supporting new NERF blasters

Type: Demonstrations Client: NERF
The Challenge

Engaging activation to drive trial

Supporting retailers during key holiday period by promoting new NERF product releases

Create an engaging & eye-catching activation where children can try a range of NERF blasters close to point of sale.

Nerf Mini Vault
The Idea

Engaging demonstration station

i2i created a demonstration firing wall for kids to try out the new NERF blasters with an incentive to go in-store to purchase immediately on the day

i2i built a heavily branded firing wall which could be sited in key shopping centres with promotional sites situated close to The Entertainer stores.

The event management team worked closely with the store to maximise sales opportunities & to ensure that everyone was given a piece of branded merchandise & a money off coupon to drive immediate purchase whilst also leaving lasting impact & encourage future purchase.

Nerf Mini Vault
Nerf Mini Vault
Nerf Mini Vault
Nerf Mini Vault
The Impact

44

Days

34,000

Demonstrations

500%

Average sales uplift
    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

DKL

DKL Beysal

Supporting Hama Beads in-store

Type: Demonstrations Client: DKL
The Challenge

Creating a memorable experience

Driving awareness and sales of a nostalgic children's brand through a "surprise & delight" experience in-store

How to raise awareness & increase sales of popular classic children’s toy brand Hama Beads whilst creating a surprise & delight experience in store.

DKL
The Idea

Entertain children & enhance their creativity

In-store demonstration program with fun & interactive demonstration stations

The summer holidays can be challenging for parents thinking of various ways to entertain their children & enhancing their creativity.

i2i devised an in-store demonstration program which involved securing prominent positioning & installing fun & interactive demonstration stations.

Here customers could create masterpieces with their children as well as being given a small kit to take home. This activation helped reacquaint parents of their love for Hama Beads, which is seen as a nostalgic family favourite, whilst introducing their kids to the creative fun of Hama Beads, thus driving sales.

DKL
DKL
DKL
DKL
The Impact

21

Stores visited

1,100

Demonstrations

300%

Sales uplift

70%

Intent to purchase
    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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