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Moccona Experiential Campaign 

 

 

THE BRIEF

Moconna wanted to launch their new ready to drink ice brew coffee range to Young Australians and to have them “experience coffee like never before”. The role was announce the new product, educate the market, provoke participation and encourage social sharing.

THE WORK

To do this, we ran a multi day sampling campaign across Tasmania, Sydney & Brisbane, across 5 weeks, with specially trained brand ambassadors sampling thousands bottles of Moccona Ice Brew in high traffic locations.

Then on a scorching hot summer’s day we dropped a giant ice block in the middle of one of Sydney’s most iconic locations, Bondi Beach.

With over 30,000 people on the beach that day, our giant ice block definitely raised intrigue, with many people keen to investigate what was going on.

Our brand ambassadors helped deliver ice cold, refreshing samples to consumers from a bar area, as well as roaming trays, educating activation attendees on the new product, its flavours & USPs.

A hidden 180 photo experience inside the ice block captured icy gifs which were sent directly to our participants phones for them to share on social. They were further rewarded for social engagement with a branded Moccona towel, perfect for the beach on a hot, sunny day.

 

120,544

bottles sampled

22

sampling locations including

One

EPIC ice block/photo booth on Bondi Beach

82,475

total impressions from the photo booth