Kinleys - Captivate increases brand awareness and product trial
- Topics:
- Print Advertising
- Tags:
- Brand,
- Brand Awareness,
- Branding,
- Marketing
- Source:
- captivate network
FREE Registration is required
Overview: This case study emphasis on Increase brand awareness and trial amongst young, urban professionals . With limited resources, the Kilkenny marketing team needed a highly targeted and creative approach to reach their objectives. They decided on a marketing program with two distinct elements: A unique, humorous advertising creative campaign entitled 'Bringing Beer to Life' that lent itself to using highly targeted media vehicles within three downtown Toronto 'hot' spots A special event in downtown Toronto, adjacent to licensees (licensed establishments that are allowed to sell beverage alcohol - bars, clubs, restaurants) and close to the target consumer was created to position Kilkenny in a fun and spontaneous environment The campaign generated brand awareness and trial amongst Kilkenny's target audience. It is estimated that 150,000 people were exposed to the Kilkenny brand as a result of the event and campaign. Over 550 people participated in the tournament (with many turned away) and close to 900 people enjoyed a Kilkenny sample.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Size: 13KB | Date: Jan 2003 | Pages: 1
