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Without innovation and without a growth mindset we are stuck in repetitive behaviour that doesn't meet any ambitious business plan. In times of great transition and disruption, we all have a choice. Stick to plans that we can prove have worked in the past; optimise and repeat. And run the risk of optimising to a sub-optimal position. Or we can try the new, the unproven. Of course, this requires bravery. These four case studies from Coca-Cola, HarperCollins, British Gas and Missguided show our clients trying the new and proving that it works.
EMMA HOLMES GB CONSUMER CONNECTIONS DIRECTOR, THE COCA-COLA COMPANY In today's retail climate, growth for brands is a real challenge and, regardless of our scale, we still need to ensure our brands are delivering against conventional FMCG planning principles. Fundamentally, unlocking growth still hinges on recruiting a steady stream of new drinkers, ensuring our brands remain interesting and relevant, and reaching audiences at scale.
TV and broadcast reach is vitally important for scale brands but, with peak programming moments largely occurring post-7pm, there is a disconnect between the moment of inspiration and the moments of purchase that mostly occur pre-7pm. We needed to identify opportunities to bring these two together and collapse the gap between inspiration and purchase. Enter: "Alexa… send me a sample."
Working with M&C Saatchi Shop and its platform 'Send Me a Sample', we developed a series of campaigns that enabled consumers to use voice assistant technology (eg Amazon Alexa and Google Assistant) to order a free sample of Coca-Cola directly to their home, all from the comfort of their sofa.
We created bespoke TV ads for Diet Coke Exotic Mango and Holidays Are Coming to make it as easy as possible for viewers to order a sample as they and their families settled...