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At a raucous Park Lane Hotel event in London last night, our team visited the stage on four separate occasions, picking up Golds in ‘best commercial partnership’ and ‘alcoholic drinks’, and a bronze in ‘medium term loyalty’.
This was an integrated campaign with activation at its centre, the first activity of its kind for the client, but an experience we were able to guide them through successfully.
The Grant’s ‘Find My Past’ campaign enticed shoppers to purchase the product through an on-pack offer and brand partnership with findmypast.co.uk, an online family-tree research service, which delivered value while stretching Grant’s own historic brand equity right to the point of purchase.
“The activation work we’ve done with Grant’s effectively stretched the brand’s equity right to the very end of the shopper journey, delivering success on a creative and commercial level,” said campaign mastermind and Bray Leino Head of Activation Fiona Beauchamp.
“It shows how it’s possible for a single-minded on-pack offer to pull brand awareness into different digital and media channels, becoming the driving force of a whole integrated campaign.”
The performance of this campaign exceeded all KPIs. Almost 10,000 customers participated in the activity, driving a like for like sales value increase of 11.8%.
The creative aspects of the work we do must always go hand in hand with commercial performance, said Agency CEO Kate Cox. “It’s our commercial aptitude, creativity and breadth of in-house capabilities that enable us to build exciting campaigns like this; demonstrating strong ROI and making every penny of investment work as hard as it possibly can for our Clients.”