Cases
Pop-Up Store & Live-Consumer-Activation
LVMH / DIOR
Challenge
The new release of world-renowned signature fragrance Miss Dior must be stylishly and captivatingly presented to achieve the maximum range of influence. The campaign aimed to inform VIPs, consumers, distribution partners, and the greater public through all available channels – in the most emotional way possible.
Approach
A pop-up store in the middle of the Kö, Düsseldorf’s luxury shopping street. A multitude of events held there and in the surrounding area. Influencers, VIPs, press, distribution partners, customers – everyone experiences, at various different times, the messages and characteristics of the brand that mean the most to them. Consumers can book their exclusive fragrance experience online over the course of almost three weeks and immerse themselves deep in the world of Maison Dior. A true omnichannel project that, in the pandemic era, captivates and impresses the trade press, popular media, and social media. A sophisticated celebrity event strategy with top names, some of which have never made an appearance in Germany, capture the interest of TV and print media.
Results
Outstanding influence in all media. Within the campaign time frame, nearly every consumer interested in fashion and fragrances had heard of the project and seen it. The new fragrance quickly sells out thanks to the sales. It doesn’t get better than that.
Nationwide truck tour
MEDION
Challenge
MEDION should be experienced live and sustainably staged, perceived and anchored as a top provider of high-end gaming PCs. With the brand-new ERAZER laptop model as a flagship, the aim is to achieve live activation of the (young) target group.
Approach
B+D is responsible for the concept, planning and implementation of a Germany-wide truck tour. As a symbolic act and pop-up store, the elaborate 40-ton truck is the focus of an exciting gaming challenge in which participants can apply to play with or against stars from the industry. Naturally only at the ERAZER, the truck also offers 20 gaming stations. The cooperation with top stars ensures attention and desirability, cool prizes, an adequate youth protection concept, tour planning and the media-effective kick-off date for the Gamescom trade fair in Cologne all come from a single source at B+D.
Results
MEDION is on everyone’s lips. The target group is optimally addressed and sustainably reached. The intended image transfer works. Kids and teens queue up to play in the truck, try out ERAZER and win one of the coveted prizes. MEDION becomes a tangible, approachable high-end brand in the gaming sector.
Footballing for cities
Postbank
Challenge
Create new, eye-catching methods of activities and addressing target groups to get the Postbank yellow into the hearts of the fans and into social media networks. Research and booking of attractive and high-footfall locations, comprehensive logistics management and development of a presentation guide for on-site realisation.
Approach
All cities in which the Postbank football club Borussia Mönchengladbach played during the season had the opportunity to win a brand new football pitch for their city – a campaign to make football players’ hearts leap for joy. A trained 20-member team distributed postbank footballs and stopped the clock while all fans tried their hand at holding up a ball to win for their city. High visibility for this Postbank campaign was ensured with an extensive social media campaign and branded motor vehicles.
Results
Facebook fans increased significantly as a result of successful permission management, strong promotional areas, highly motivated staff, targeted tour planning, evaluation and the link to social media networks. This then created synergies between Postbank and football.
Product sampling for Borotalco
BOLTON GROUP
Challenge
How can a top Italian brand be successfully positioned on the German market? As part of the new brand launch of the Italian deodorant brand Borotalco, the unique product was to be brought to life and sustainably positioned as a top product on the German market. The aim was to reach a broad audience across several touchpoints by distributing free deodorant samples.
Approach
Through sampling campaigns at four selected points of interest, Borotalco’s target groups are addressed throughout Germany and directly convinced of the deodorant’s fragrance. Our comprehensive area scouting has shown that sampling campaigns can be implemented in shopping centers, at B2Run events and in five selected major cities. Extensive product sampling in fitness studios, hotels, offices and other locations supports brand awareness and rounds off the new launch perfectly. Extensive social media posts and a media partnership with B2Run ensure a digital extension of all measures.
Results
Communicative and motivated promotion teams reached numerous consumers across all touchpoints and distributed almost 300,000 Borotalco samples. The brand’s media presence ensures an increase in brand awareness in Germany. The brand launch in Germany was a success.
Winston Special Roadshow Tour
JAPAN TABACCO INTERNATIONAL
Challenge
The Winston Special Roadshow is intended to bring the brand to life – authentically, tangibly and unforgettably. The aim is not only to appeal to new consumers, but also to expand the existing community and place a clear focus on the classic cigarette (RMC). All this under the particular challenge that tobacco advertising in Germany is subject to strict regulations that are constantly being tightened.
Approach
The heart of the campaign: an impressive truck converted into a mobile brand world that tells the Winston story and generates new leads for the community. The Winston truck and the community are at the center of this extraordinary roadshow. The tour concentrates specifically on the west and north of Germany, where the truck stops at highly frequented locations: shopping malls, DIY stores, concert arenas and even Christmas markets become exciting new locations for the brand. The entire concept, including tour planning, location coordination and truck expansion, was implemented in detail by B+D to create an unforgettable brand experience.
Results
The Winston community has grown noticeably and welcomed many new members. The brand was successfully present at new, highly frequented locations, and the collaboration with these locations proved to be a complete success. The Winston Special Roadshow not only attracted new consumers, but also strengthened the brand’s position in the long term.
Tasting promotion throughout Germany
SAUPIQUET
Challenge
Marketing Saupiquet’s extensive product portfolio so that the numerous application possibilities and new products become the focus of a tasting requires elaborate and customized preparation. Appropriate equipment and the use of fresh food are a prerequisite for providing customers with a full taste experience.
Approach
In order to make Saupiquet’s products palatable to customers at the POS, various staff-supported hot and cold tastings are carried out during implementation. Individual and team promotions are held at various touchpoints throughout Germany to present the wide range of Saupiquet products and recipe suggestions. With their eye-catching equipment and the fresh preparation of various dishes, the tasting promotions make the Saupiquet world of enjoyment tangible.
Results
Whether individual or team promotion: the extensively implemented tasting days lead to increased sales and boost consumer demand. The generation of numerous tasting contacts, the distribution of giveaway items and the extensively trained staff make the tasting promotion a great success.
Sampling & Customer activation
WELLA
Challenge
Standing out from the competition at the Top Hair trade fair and making a positive impression on visitors is the central challenge of this customer activation measure. The focus is on designing a proactive customer approach and positioning at a concentrated touchpoint on the exhibition grounds.
Approach
Our promotion team carries out an active customer approach and distributes various sampling articles directly to customers at the Top Hair trade fair in Düsseldorf. This campaign is supported by the activation of a prize draw, which attracts the attention and excitement of consumers.
Results
Great attention, an extremely high reach and happy consumers are the result of the successful promotion campaign.
Roadshows, sampling and image promotions as well as walking performers for Haribo
Haribo
Challenge
How can the market leader’s mission be presented at the POS? How could consumers be engaged in dialogue? How could the umbrella brand be staged with new and innovative methods? How could numerous product innovations be launched and positioned separately and simultaneously under the umbrella brand?
Approach
A multi-promotional concept included a giant truck for a supermarket chain and large car parks as well as smaller in-store promotion teams and the heart of the brand, the Gold Bear, as a walking performer. A multitude of games and interactive tools were created to engage in dialogue and could undergo constant rebranding. Depending on the size and type of POS, different promotion methods were applied. Samples were also distributed and the brand was presented in a way that made it accessible and tangible.
Results
Transparent processing of consumer feedback revealed: all the brand’s promotions were the most popular and effective in the competitive environment; they had 100% trade acceptance; and the target group went to the stores specifically to experience them. Up-lifts in the corresponding periods were significant.
Multi-brand tastings for Zamora
Licor43
Challenge
Combine traditional tastings with in-depth knowledge of individual brands with great and easy-to-use recipes. Engage with potential consumers during their household shopping trips and get them to try and purchase one of the innovative new products at a special price. Develop a USP in a highly competitive market.
Approach
Trained staff as brand ambassadors who perfectly complement the Spanish brand world of the products and who present and offer the products in a friendly and courteous manner. Developed new and innovative equipment and materials from a single provider. Extensive, but always “unobtrusive and natural” logistics management.
Results
High tasting figures, above-average sales during and after the promotion periods in the relevant markets. The new products had sustained and good levels of acceptance along with repurchases.
Sales promotion for Sony
SONY
Challenge
The popular PlayStation console from Sony has long been regarded as a top-class gaming entertainment product. Following the successful launch of the new “PlayStation Vita”, the aim is to further increase awareness – here Sony is relying on intensive product consultations and direct communication as a sales promotion measure in specialist shops.
Approach
In order to increase awareness of the handheld console, a sales-focused personal promotion is being carried out. The starting signal for the extensive sales promotion is a two-day intensive training course with sales training. The professionally trained staff will be deployed in 50 MSH stores across Germany over a period of six weeks to explain the functionality and product benefits of the new “PlayStation Vita” to customers on site. On a total of 750 deployment days, the promotion team focused on the prepared campaign areas for consultations and self-tests with a game station.
Results
The response to the innovative features of the new PlayStation Vita was particularly well received by the younger target group and was a complete success. The extensive promotional campaign systematically increased sales of the console.
Image promotions and symbolic acts for the VfL Wolfsburg football club
VfL Wolfsburg
Challenge
What symbolic acts and promotions could the football club use to make a lasting positive impression on the hearts and minds of the fans? A club for the whole family – how do you achieve that? How can planning be as flexible as possible so that winning a title can be included in the planning and logistics, while also allowing for the risk that it will not happen at all?
Approach
Top trained staff with promotional merchandise and specially designed promotional clothing “at the ready” for a cup win and capable of swarming across the whole city as symbolic acts (= green wolves) at the push of a button, providing vehicle drivers with great services (windscreen cleaner, etc.). VfL was to position itself as a partner, providing a positive mood and support for the whole family.
Results
Everything worked out: VfL won the cup, the complex backstage logistics came into effect, and the club would be remembered by all fans and the general public as a friendly, surprising and “cool club” thanks to a sophisticated promotional strategy. The press also reported on the many, well-received symbolic acts.
Tastings and samplings for Veltins
Grevensteiner
Challenge
What eye-catching methods could be used to present and establish a new regional beer in an already saturated market? How could pleasure be conveyed at the POS (food retail and drinks outlets)?
Approach
Creation of a complex logistics and promotion system making use of an innovative method: the beer was not tasted on site because the temperature and the intended drinking vessel (beer glass) could not be guaranteed in the tasting situation. Instead, shopping experiences as well as ways of addressing customers were created and visitors were encouraged to try the product at home after a trial purchase.
Results
Strategy successful: The product was purchased with above-average frequency, without prior tasting, but solely through a sophisticated mechanism of addressing consumers, as well as eye-catching materials and displays. Outstanding and highly trained on-site teams as well as innovative materials have been the guarantee for success here.
Sales promotions, specialist advice and product training for EPSON
EPSON
Challenge
In a fiercely competitive market, which is characterised by innovations that are sometimes difficult to communicate, top personnel were needed to successfully provide specialist advice and sales in retail outlets such as Media Markt and Saturn. The employed staff required ongoing training to be capable of addressing reservations from consumers, explaining innovations in the best possible way and always keeping their finger on the pulse of the fast-moving world of technology. High quality advice and sales must be provided here simultaneously.
Approach
A best-in-class promotional strategy was developed focusing on intensive training, an advanced incentive concept and constant personal contact, equipping the specialist staff on the floor with good selling arguments, top materials and top products.
Results
Specialist advice led to above-average sales. This increased brand loyalty and generated many first-time and spontaneous purchases.
NYX “Artist of the year”
L’Oreal
Challenge
To give newcomers to the makeup world a place to showcase their skills, as part of the NYX Face Awards. To give event guests an unforgettable evening, with all-round service and special highlights.
Approach
Providing personalised guest and VIP services using specially selected staff ensured that all guests felt well cared for. Male models cast as lifeguards provided further eye-catchers at the event. A smooth event was ensured by experienced cooperation between deployed staff and the on-site project team.
Results
A successful event, with satisfied guests who felt well looked after. A first-place make-up artist award and the associated participation in the international NYX Face Award in Los Angeles.
Sales promotions and expert advice for Vorwerk
Vorwerk
Challenge
The planning of pop-up stores in high-end environments (e.g. ECE centres) that match the brand’s premium expectations as well as the simultaneous setting up of an advanced promotional strategy that included consulting, sales and lead generation. How could we initiate consultations and sales for premium products even though visitors to the centres had not planned such expenditure in that moment?
Approach
By developing a complex and multi-level approach and lead generation methods, the concept not only aimed at ad hoc sales, but also involved the local sales team and a highly developed lead follow-up.
Results
A successful strategy as demonstrated by above-average spontaneous purchases, but also above-average lead generation with subsequent sales team visit and downstream sales. Brand awareness, sales and long-term consumers with corresponding repeat purchases were also achieved.
Summer roadshows and consumer activations for Chupa Chups
Chupa Chups
Challenge
Where and how could young target groups be reached for a cool and new product? Where could we do more than just sampling? How could we excite children who already know and have seen everything?
Approach
The idea was born of a nationwide tour through city centres and open-air swimming pools – classic fairground tools were modified, rethought and reinvented to offer extra special participatory activities on the tour, to achieve a high level of involvement by the target group and also to be relevant for the press.
Results
The press reported, and the kids queued up. The new product was a hit, the tour and its features were inspirational across the board. The project was rounded off by a high level of participation on social media and extended cross-media coverage.
Roadshows, tastings and trade fair appearances for Chiquita
Chiquita
Challenge
Development of a multi-promotional strategy for the market-leading brand. Inclusion of complex goods and materials logistics and management. What we also were unaware of: bananas go off faster than fresh fish.
Approach
Complete trade fair appearances were conceived and implemented, live cooking activities with cooking professionals were carried out, recipes and an own cookbook were developed and customer endorsements were obtained. In the process, the central message was communicated: Bananas can do much more than people think.
Results
The concept was a success. A wide variety of new recipes made consumers aware of the banana in completely new ways. Sales of the cookery book and recipe tips boomed. Sustained up-lifts at the POS during and after the promotional events. Most importantly, the measures also gave focus to the brand’s many sustainability commitments and their importance. This was a key argument in justifying the price positioning of a premium brand. This was achieved in all respects.
Image promotion for SHARE NOW
SHARE NOW
Challenge
Boosting customer satisfaction and strengthening brand loyalty at a time when direct contact with others needed to be greatly reduced. Creation of detailed route planning to access as many car-sharing vehicles as possible on a daily basis.
Approach
Trained promotional teams distributed pre-packaged product sampling bags in major cities and installed them in car-sharing vehicles. Products from cooperating companies were available in the product sampling bags making the car-sharing trip a special experience.
Results
High penetration of the target clientèle through the placement of the bags. A surprise effect that raised brand awareness and boosted customer satisfaction.
Summer tour at the POS for Sinalco
Sinalco
Challenge
Combination of tasting, detailed product information for the Sinalco range and eye-catching equipment to stimulate purchases of the brand. Creation of an efficient nationwide tour planning and ensuring close interaction with all participating campaign markets and field staff.
Approach
Implementation of tasting events during the summer, which took place parallel to a TV commercial campaign and matched the well-known brand tagline of “Sinalco tastes…”, to present nationwide the award-winning brand of the century. Trained staff entered into direct dialogue with store visitors and persuading them with detailed product information. The eye-catching promotion area encouraged visitors to linger and taste.
Results
The promotional activity was a great success due to the high number of promotional days, the generation of numerous tasting contacts, in combination with high sales. Interest in the full product range was also aroused by an interplay of classic tasting promotional activities and special priced products, give-away items and a prize draw.