The aim of the new campaign was to increase awareness for the brand on a national basis by encouraging the consumer to taste the chewing gum with the ultimate goal of making a purchase in the future.
According to Maria Soares of Wrigley, this is something Billads is able to achieve successfully. “The concept brings together a specific audience with a brand in a relaxed environment. Based on the clear success of our first campaign, we see Billads to be an important medium to bolster our sampling campaigns now and in the future.”
Craig Segal, managing director of Nine Mile Media, says 66% of respondents surveyed* stated that they had purchased Orbit following the campaign. “This is a very high conversion rate of which 74% were regular gum chewers and a large portion were also non-gum chewers.”
Billads is able to achieve these kinds of results as it allows the consumer to experience a product through all the senses - from visual to taste and smell. “This, together with our precise site selection, provides brands with the unique opportunity to interact with their target market when they are in a relaxed and open frame of mind,” explains Segal.
The company's strictly controlled weekly sample distribution also eliminates wastage of sample product which is important to clients. “Samples are very expensive and hence a major draw card to sampling with Billads is the extreme control they exert over the sampling process which ultimately reduces wastage,” says Soares.
The Orbit campaign ran over a four month period, utilising two different artwork executions to effectively etch the brand into consumers' minds. *Research was run by Interact RDT.ABOUT BILLADS
Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month through a network of 600 upmarket restaurants, coffee shops and hotels nationwide. Site exclusivity for a brand is standard.
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