Driving trial through meaningful customer experiences
We don’t use the brands we like, we like the brands we use. There’s nothing like a good addiction to ensure brand loyalty. Or an empty wallet when it comes to Uber. Brands will go to great lengths to get customers to trial their products and services in an attempt to get them hooked.
Driving trial must be more than simply handing out free samples. This summer Nivea took to the beaches of Brazil to demonstrate the harmful effects of sun on the skin. Children were asked to prevent UV-sensitive dolls from getting sunburnt by applying Nivea sun lotion. This brought to life their core brand value, that ‘protecting and caring is something we learn from an early age’, and created a more visceral connection between the brand and customer.
A successful product trial means creating a memorable experience. Who hasn’t wanted to inhabit a cloud of gin and tonic? Or taste fireworks? Flavour based experience designers Bompass & Parr have made both of these possible. For the past three years Peroni have been immersing trendsetting urbanites in their refined Italian lifestyle through House of Peroni, a curated experience that introduces visitors to real Italian food, art, music and film.
Regardless of scale, creating an experience that reflects your brand values and drives trial means not only getting your product into the hand of the customer, but doing it in a way that creates an emotional and memorable connection.
Read on for examples…
The closing party of the Asia Pacific International Music Summit meant that the biggest names in electronic music would be together under one roof. Google saw an opportunity to drive fans to their platforms, create ongoing conversation around music, and prove that they were truly connected with the industry.
They developed the idea of ‘Closer.’ Using state of the art wearable technology integrated with the Google+ network, they worked with real-time biometric data to remove the barrier between audience and artist.
The data fuelled an interactive experience including responsive visuals, leaderboards, danceoffs and shout-outs to dancers with the most energy. Six cameras streamed the experience live via Google+ Hangouts and YouTube. Post-event, individuals’ captured data was sent directly from Paul Oakenfold to their Google+ accounts. The experience was an immersive reflection of Google+ power to connect.
Agency: Jack Morton Worldwide, London
L’Oreal has developed the first app that enables customers to try on makeup using nothing but their phone. Make-Up Genius uses AR technology to scan the face and allows users to select from a huge range of L’Oreal cosmetics. Once you like what you see it’s possible for users to save their look, share it with friends or purchase directly. Make-Up Genius takes the hassle out of the instore experience, allowing customers to scan products and try them on virtually.
Agency: Jack Morton Worldwide, London
Lotus wanted to drive trial of the new Lotus Evora 400, the fastest, lightest, most agile Lotus ever. For an audience that can afford the best, it’s hard to make something truly desirable, unless you tell them they can’t have it. #ITSNOTFORYOU was a campaign created in partnership with Bloomberg.
An in-banner game challenged the audience’s agility and only successful scores were allowed a deeper Lotus experience, including pre-launch test drives and exclusive content. Competition was fuelled by social media.
Agency: Stack, London
Yogurt marketing is typified by femininity and indulgence. Men feel alienated, even though they represent up to 40% of yogurt consumers. “Hunger Cry” is Danio’s (literal) shout-out to this new digital-first male market. The campaign lives across all digital platforms in the form of snackable content and targets moments of the day and territories unoccupied by competitor brands. An innovative vending machine that dispenses yogurt in exchange for Hunger Cries brings the campaign to life on the street in a memorable way.
Agency: Naked Communications, London
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