The iMP experiential team went ‘On The Road With So’ in our branded ice cream van on a socially distanced and covid safe product sampling tour of the UK.
Following the success of our sampling activation for Daioni iced coffee we delivered a Covid-safe interactive roadshow for So…? fragrance body mist visiting busy town and city centres.
Wrapping our ice cream van in ‘So…?’ branding our sampling team visited 8 town and city centre locations across the UK in 10 days at the end of August and start of September. Managing everything from the vehicle, logistics and event spaces to staffing, health and safety and Covid-19 protocols the ice cream van arrived in pre-booked spaces in Whitby, Scarborough, Manchester, Liverpool, Cardiff, Swansea and London. Consumers said they felt confident taking part due to clearly marked social distancing, hand sanitiser stations and staff in branded masks and visors.
Led by two event managers and local brand ambassadors the campaign was a mix of product sampling, experiential and PR. A new range of So…? body mist products and flavours was showcased through an interactive ’wheel of fortune’ game where free ice creams could be won on the spot and MONP voucher codes were distributed to drive in-store and online sales. Here’s how our safe process worked:
iMP’s Managing Director, David Gibbons, said “Managing the logistics of how to create a socially distanced consumer campaign during this pandemic has certainly been a challenge. But now that we’ve delivered a few of these Covid-sensitive activations we know exactly how to create a roadshow that both staff and consumers can enjoy safely, while providing some on-street retail insight for other potential brands. This is reflected in what consumers told us, saying they felt confident taking part due to clearly marked social distancing, hand sanitiser stations and staff in branded masks and visors.”
If you want to create a non-contact, Covid-safe sampling campaign or brand activation use the contact form below.
