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FMBX News
Posted: Oct 21, 2011
engage's campaign for Nature Valley smashes sampling targets
In a campaign which completed last week, agency engage worked with promotions agency NDL, nationals newspaper The Metro & advertising agency Universal McCann to build and activate the Nature Valley ‘Urban Gardens’ nationwide road show.
The ‘Urban Gardens’ toured major city centre locations over a 5 week period, bringing the taste of the countryside to the urban environment. The intregated campaign mirrored the ATL creative, playing on the idea of transporting the city worker to the countryside while enjoying a Nature Valley bar.
The activity involved designing and building a ‘Pop Up Urban Garden’ which created theatre around sampling activity and a space in which to experience the Nature Valley brand, and receive a copy of the Metro.
engage built the stand, provided all project management, logistics, event managers and brand ambassadors.
The Nature Valley ‘Urban Garden’ visited nationwide Liverpool, Glasgow, London, Manchester and Birmingham
The strategy was to run the campaign in high footfall city centre locations and create an experience where consumers could relax and enjoy the Nature Valley brand and Granola bars as if they were in a Country Fete.
The stand included a branded sampling kiosk and relaxation area. Interaction and opportunities for dialogue was guaranteed through the inclusion of the country style fete games ‘Splat the Rat’, ‘Hoopla’ and ‘Spin to Win’. Consumers could instantly win countryside related prizes: packets of seeds, bird feeders, plant pots and books on country walking
The target audience were invited to come and “Pick Your Own” Granola bar from the sampling kiosk, take time out to relax in the picnic area and enjoy playing some country fete style games. Maximum dwell time allowed the Brand Ambassadors to effectively communicate the brands core values.
The campaign was hailed as a huge success when it exceeded its sampling target by 51.8% with the team giving out over 100,000 bars in 10 days and was seen by over 1.2million people.
