We were tasked by organic dairy brand Daioni to create a single-day Covid-safe, non-contact product sampling campaign in London for their new iced coffee range.
Launched into Whole Foods, Holland & Barrett and other retailers before the Covid-19 pandemic hit, it’s the first and only organic Fairtrade iced coffee in the UK. We worked directly with Daioni to create a sampling activation for just one day that was both targeted and safe.
With increased Covid-19 restrictions around physical contact with consumers, reduced footfall and increased health and safety protocols, we designed a socially distanced plan to target thousands of London weekday commuters. Using our existing sampling bins, we created a self-serve, non-contact extension integrated into the sampling bin. This allowed consumers to take a free sample and product information leaflet without making contact with iMP sampling staff, thereby eliminating the risk of physical contamination and creating a Covid-safe product sampling activation.
After each ‘round’ of sampling (approximately 12x iced coffees) the sampling bin ’shelves’ were cleaned down with anti-bacterial wipes, staff sanitised their hands and then restocked with fresh products using the access hatch built in to the extensions.
– 3000+ iced coffee samples (Tetrapak 300ml)– 5000+ quality consumer engagements– 3000+ brand & product information leaflets
iMP’s Managing Director, David Gibbons, said “It’s imperative that any experiential or sampling activation taking place during this pandemic is as safe and responsible as possible. Eliminating human-to-human contact is the best way to ensure an effective, socially distanced campaign. By providing a self-serve, non-contact mechanism we’ve given brands confidence in our ability to do things the right way during Covid-19 and consumers the confidence to safely take a sample, driving trial and purchase. It’s hard work, but it’s worth it.”
If you want to know how to execute a non-contact, Covid-safe sampling campaign during the coronavirus pandemic use the contact form below.
