USP partner combines off and online activities for new minor split
As part of a major launch campaign for the introduction of Maestrani's new Minor Split, USP was responsible for the conception, planning and implementation of the below-the-line activities.
As part of the launch campaign for Minor Split, the latest product from Maestrani, Minor wanted to use trials to convince consumers of the new nut experience in addition to building awareness.
A team of around 50 promoters distributed around 200,000 samples and flyers at various train stations throughout Switzerland during the first three weeks in March. To bring the Minor brand to life, the sampling containers were branded with the new Minor Split and CD-compliant clothing was selected. The Minor squirrel "Split" on the shoulders of the promoters created a "yay" effect. During rush hour, the giant squirrel "Split" with its oversized Minor Split Brügeli provided many souvenir photos and smiling faces for young and old alike.
Increasing the sustainability of the trial
To get the most out of the sampling activity, USP developed accompanying concepts to extend the offline sampling digitally. The promoters shared their efforts with predefined hashtags on their social media profiles. In addition, former Bachelor Rafael Beutl accompanied the sampling at Zurich main station and generated over 50,000 contacts through several Instagram and Facebook posts. A photo competition invited passers-by to take a selfie with themselves and Minor Split (product or squirrel mascot) and share it on social media channels with the hashtag #minorsplit.
The centerpiece of the digital activities was a cooperation with Switzerland's most successful shopping list app, Bring! Users were encouraged to download the app by means of a flyer and a dedicated landing page - the first time a user opens the app, they will already find the new Minor Split in their shopping list. In addition, Bring! users can also take part in an additional minor competition by interacting with the "Minor Split Sponsored Product" in the app. The conversion rate for the competition was over 60 percent. Thanks to this cooperation, Minor was able to massively increase its reach with over half a million contacts.
Both the photo competition and the Bring! cooperation were communicated via flyers during the sampling and on all known social media channels.
USP captured the large-scale BTL activity, which was implemented throughout Switzerland, in a mood film:
https://www.youtube.com/watch?v=/DmhJ9u6R3Fs
Responsible at Maestrani: Michael Schopper (Brand Manager). Responsible at Bring! Labs: Dominic Mehr (CCO & Founder). Responsible at USP: Melanie Schürmann (project management), Tobias Lang (overall responsibility).
