COVID has impacted businesses and brands in almost every way, but there is no reason for it to stop great marketing activation altogether. It just challenges us to think harder, be more imaginative and adapt to an ever-changing landscape.
Belfast-based promotional marketing agency, Elevator, has created a carefully planned and executed experiential campaign for Boost Drinks in Northern Ireland giving shoppers a much needed ‘Boost’ with a bespoke contact-free sampling activation.
The activation is part of a UK wide brand refresh campaign for Boost – which is Northern Ireland’s No 1 soft drink in the independent sector. The campaign, CHOOSE NOW, is all about enabling people to live their lives to the full, and to reach consumers who live 24/7, often combining two or three jobs and side hustles. The campaign has been amplified in Northern Ireland by local agency Elevator to give NI consumers the chance to earn a share of £5k to take their side hustle or hobby to the next level. The campaign will also see the delivery of a series of virtual events designed to inspire those wanting to take their side hustle or hobby up a notch. As part of this, Elevator has created a Choose Now microsite www.choosenowni.com to receive applications for grants and registrations for the online Hustle Hub events.
The experiential campaign will see Boost brand ambassadors visiting 5 shopping centres across NI with a hands-free Boost Dispenser Wall – a bespoke, contact-free, socially distanced and compliant sampling solution, which enables shoppers to ‘CHOOSE NOW’ and select their BOOST from the Boost Energy, Sport and NEW Iced Coffee range on offer.
“The activation has been incredibly well received by consumers and centre managers alike, relieved to see a compliant and effective sampling solution,” says Elevator MD Sara Callanan. “Northern Ireland is an important market for Boost and the marketing team there felt strongly that, despite the challenges, the brand needed to be close to its target market. This Covid-compliant experiential activity ticked all the boxes and has also created a reassuring template for future activations for our clients in other sectors”.
