De’Longhi, the leading brand in domestic coffee machines, has once again partnered with experiential experts, TRO, to help launch its new product – Rivelia – into the market.

TRO will help visitors get hands-on with Rivelia through ‘The One Touch Café’, an exciting and fresh activation that provides consumers with café quality coffee at the touch of a button.

In a world where coffee culture is booming but consumers are more time poor than ever before, The One Touch Café aims to support and enhance the busy and on-the-go consumer lifestyle. Visitors to the pop-up will be able to create their own coffee on the go with just one touch, highlighting the brand’s bean-to-cup credentials and the quality and efficiency of the latest addition to its range.

The activity will kick off in Liverpool on 2^nd May and will journey across an additional five UK cities including Newcastle, Nottingham, Oxford, Bristol and London.

Rob Booker, Account Director, TRO, said: “We are delighted to continue our partnership with De’Longhi to bring this concept to new audiences. The experience will truly put consumers at the heart, enabling them to discover the product and array of personalisation opportunities for themselves.”

Nadia Hobbs, Partnerships, Sampling and Events Manager, De’Longhi, added: “It’s great to work with TRO once again. Their audience and channel understanding will undoubtedly enable us to forge strong connections between coffee lovers and Rivelia throughout the country.

“We can’t wait to introduce the luxury and simplicity of making café quality coffee at the touch of a button.”

As chosen experiential partner, TRO will offer a complete end-to-end service – including design, production, logistics and staffing.

Last year, TRO helped showcase Eletta Explore via House of De’Longhi – learn more here.

The One Touch Café 2024 De’Longhi roadshow dates and locations include:

• Liverpool One – 2^nd – 5^th May
• Newcastle Grainger Street – 9^th – 12^th May
• Nottingham Victoria Centre – 16^th – 19^th May
• Oxford Westgate Centre – 23^rd May – 26^th May
• Bristol Cabot Circus – 30^th May – 2^nd June
• Westfields, White City, London – 6^th – 9^th June

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Ambient Media Worldwide worked with Lynx on a global campaign launch with an OOH stunt, featuring a bold statement. The new Lynx Black Vanilla scent has triumphed over Tom Ford Tobacco Vanille, with 74 per cent of men favouring Lynx over the pricey designer fragrance, according to research for the brand.

To reinforce this message Ambient brought a non-branded, scented billboard to London’s Southbank, with a playful message asking passers-by if they thought the billboard smelt better than a £200 fragrance. Lynx Black Vanilla was diffused with fragrance across the 10ft billboard, enticing Londoners to lean in and take a sniff. The billboard displaying the results was unveiled by Love Island star and musician Wes Nelson, with support from 11 additional influencers and the sampling of 500 products.

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Multi-award-winning creative brand experience agency N2O is transforming an existing hair salon in the Capital into an immersive space for consumers to experience a secret product line.

Consumers can book free appointments with expert hair stylists without knowing the brand behind their finished look. The four-step process includes shampoo, conditioner, serum, and oil before finishing with a blow-dry and style of choice. They’ll then be invited to head down the salon’s stairs to the reveal tunnel to discover the brand behind their ultra glossy salon look! Goody bags of all products used will be given away to all who have a treatment at Salon X.

Clare James, Chief Operating Officer at N2O, said: “What an exciting campaign to be a part of! Usually, an experience is about immersing yourself in the brand from the get-go, but this time, we’re keeping it a secret right until the last moment, with a big reveal at the end.”

Free appointments – which are available from 10.30am Tuesday 16^th April to 7pm Sunday 21^st April – can be booked at here

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Multi-award-winning creative brand experience agency, N2O, has designed an immersive brand experience for Fruit-tella to drive awareness of its new product line with an engaging Halloween activity for families.

Executed as part of the brand’s Halloween Hotel creative platform, which includes an Alexa Halloween Countdown Calendar, the Bluewater pop-up will immerse visitors in the World of Curiosities, offering free samples of the new Fruit-tella jelly product (which has 30% reduced sugar) and driving to store. Three creepy doors will each hide a task to receive a key to unlock a prize at the end of the trio of quests. From tangled webs, giant ghouls and creepy cauldrons, the activity is set to excite and delight families with children aged 4 to 12, offering fun for the Half Term holidays.

Lauren Potter, Senior Brand Manager at Perfetti Van Melle, said: “We tasked N2O with finding a way to drive awareness of our new Fruit-tella Curiosities jellies range with a spooky, seasonal experience that would be a memorable Half Term moment with the family. Our brand is all about fun – family-oriented and joyful – and N2O brought that to life perfectly!”

Daljit Babber, Art Director at N2O, said: “It’s hard to cut through the saturated market at this moment in the year, so we had to come up with something that would stop people in their tracks. The result is a really engaging and eye-catching setup that captures families’ attention and was so fun to work on!”

The Fruit-tella Halloween Hotel will be at Bluewater Shopping Centre from 21^st to 29^th October.

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Multi-award-winning creative brand experience agency, N2O, in partnership with Tesco, has created a pop-up Christmas Market that will visit stores across the UK in the run up to the festive period.

Standing up for joy this Christmas, the festive Tesco Christmas Market comprises free food and drink sampling, gifting inspiration and spreading festive cheer for the whole family. The focus is around spending less; offering helpful ways to celebrate the season’s festivities, with hints and tips for hosting no matter the budget.

The multi-brand roadshow includes Disney, Coca-Cola, Lurpak, Costa Coffee, Schwartz, Maltesers, Kopparberg, Amarula, McVitie’s, San Pellegrino, Tesco Finest and many more.

Clare James, Chief Operating Officer at N2O, said: “Back by popular customer demand, we’re delighted to deliver the Tesco Christmas Markets for a third year. With the current tough economic climate, we’ve focused on offering customers a memorable free experience, with lots of festive food and drink to try, a free gift wrapping service and tips for how customers can still bring some budget-friendly joy into their celebrations this year.”

Customers can locate their nearest Tesco Christmas Market at www.tescochristmas.com

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This summer, Stella Artois launched their new super-premium innovation, Stella Artois Unfiltered. To support a multi-channel launch campaign, Haygarth were approached to help develop a sampling concept that would “get super-premium beer drinkers to experience Stella Artois Unfiltered and feel that it is a desirable and flavourful super premium lager that is relevant to them and that they want to buy again.”

Using smart targeting tools to develop a finely tuned sampling strategy with a good mix of high footfall location and high quality audiences, they developed a beautiful, engaging concept, leveraging the brand’s look & feel  and distinctive assets to create a memorable sampling experience that not only got the product into consumer’s hands, but also immersed them into the brand’s world.

From location strategy to creative execution, the toolkit developed with the Stella Artois team provided a comprehensive guide to reaching the right people at the right time and giving them an unforgettable introduction to an unforgettable new lager!​

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Brands can harness the power of sampling at point-of-use across the UK for Brits’ Autumn staycations

N2O, the UK’s number one experiential marketing agency, is delighted to announce its newly-established partnership with data-driven media channel Geezy, giving exclusive sampling and product placement opportunities in Airbnb properties.

The agreement comes at a time when an estimated 44% of Brits have decided to holiday at home this autumn*, highlighting the massive opportunities for brands to reach consumers with their beauty, food and drink, entertainment and leisure products, as well as larger products such as furniture for product placements.

Dan Jenner, Strategic Partnerships Director at N2O, said: “Having access to an extensive portfolio of Airbnb’s holiday rental properties signifies a massive opportunity for brands. There’s no better place to sample or experience a product or service than in an environment that closely mimics your home. And with the ability to be incredibly specific with targeting, we can ensure brands are getting their products in front of their ideal demographic in a way that’s really helpful to consumers.”

He continued: “We see this kind of brand opportunity as a means to really pave the way for the future of product demonstrations from brands worldwide.”

Dhruv Kohli, Senior Vice President of Growth and Strategy of Geezy, said: “We’re very excited by this exclusive partnership with N2O to offer their extensive client base a really powerful opportunity”.

*Source: YouGov global travel profile 23 September 2021 https://business.yougov.com/content/38322-UK-travel-autumn

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We continue with our showcase of incredible campaigns carried out by members of our IPM community through the Covid pandemic period. These cases were selected by our panel of judges as having used creativity or incredible management skills to support the Covid cause or to overcome the problems created by it.

Here we feature Work Perk, who demonstrate the power of sampling within a case related focus.

Moments of happiness in the toughest of times

Maddi Graham, General Manager, The Work Perk

Campaign Video Watch

Employee rewards and sampling specialists The Work Perk, know more than most the benefit and effectiveness of product sampling. In this case study they demonstrate real creativity in bringing their operational expertise to the aid of critical workers within the NHS and other frontline organisations.

Faced with difficulties in maintaining normal sampling distribution techniques The Work Perk inspirationally directed all its sampling campaigns towards supporting critical workers. With a staggering total of almost 4 million samples from the likes of Kenco, Cadbury, Cif, Heinz and more, which were specifically targeted to appropriate sectors, The Work Perk showed how existing resources could bring moments of happiness to critical workers both in the UK across the globe, at a time when they needed it most.

Judges’ quote

“The Work Perk were flexible and nimble in adapting their core services to effectively leverage their

pandemic‐driven campaign through a multiplicity of channels, underpinned by a digital hub and

upscale it through the power of big brand support around a worthy cause.”

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We worked directly with Givenchy to provide a team of sales staff who raised awareness and drove sales of the Givenchy hero fragrance: L’Interdit, during a key period. The team activated an 18 day sampling and gift-wrapping campaign on the Givenchy pop up stand at the Trafford Centre Manchester.

Our pool of carefully selected and thoroughly trained staff represented the brand’s values and brought to life it’s rich history in the few seconds that they occupied shoppers’ attention, and successfully drove record sales.  The POD team used their selling expertise to cross-sell and maximised opportunities, also offering a bespoke gift wrapping  and calligraphy service to complement the customer experience.
Key to the success of the activity were the bespoke COVID safety measures we put in place including PPE, regular cleaning and sanitisation and social distancing protocols. Each of these ensured the safety of both visitors and staff, instilling consumer confidence in the brand experience and team – a necessity for the times.

“I can not praise and thank you guys enough. This campaign has been the best yet. You all worked so hard. The team worked as one and together we have smashed last year sales and this year’s target. Thank you again.” Tony Coxon Account Manager Givench

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Supermarket giant ASDA is working with the leading UK sampling agency, Relish Agency, to trial a brand sampling initiative targeting online customers.

The decision was made after parent company WALMART in the US saw up to 115% increase in food sales alone through a similar sampling strategy.

It’s all part of ASDA’s mission to become Britain’s best value retailer as it seeks and find ways to engage with its rapidly growing online customer base.

“Covid-19 has made the ‘online shop’ the norm for more and more households, which is creating a fundamental issue for ASDA as they look to find ways to introduce new products and increase basket spend,” says Relish Agency Director, Natalie Betts.

“The issue lies in the convenience of online shopping and consumers’ propensity to go with what they know. 85% of grocery orders are habitual as baskets can be filled automatically with just a few clicks.”

So Relish Agency have created a novel way to put back the element of discovery for Asda’s online shoppers in a 3-month push to prove sales uplift through sampling. Special ASDA ‘goodie bags’ containing carefully selected groceries, along with product information and a customer survey, will be finding their way into the homes of thousands of customers inside ASDA’s grocery deliveries.

Compared to typical loose sampling, ASDA’s endorsement of the products selected has been proven to significantly increase not just sales, but also the perception of the brands and customer engagement with the retailer.

The initial pilot test ends in November. For more information, please contact the Relish Agency – team@relishagency.com

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