Lucozade Alert — Sampling Campaign with Grafton Barber

Lucozade Alert, a high-performance energy drink crafted to enhance focus and energy, teamed up with Grafton Barber for a unique sampling campaign.

Summary:

Introduction

To introduce their new high-caffeine energy drink, Lucozade Alert, Suntory partnered with Promogroup to design a highly targeted awareness and sampling campaign. By leveraging the Grafton Barber network—a chain of over 60 stores in high-footfall areas across Ireland—Promogroup implemented an integrated strategy, focusing sampling efforts on the top 21 locations while utilising the entire network for DOOH advertising to maximise reach and engagement.

Location and
Targeted Area's:

The campaign took place in several Grafton Barber shops across Ireland, listed below:

Strategy and Execution:

High Impact Reach:

Combined, the screens delivered over 450,000 impressions over the course of the campaign, targeting both passing pedestrians and engaged customers.

Sampling Service:

Each client receiving a haircut in the top 21 locations was offered a free sample of Lucozade Alert.

Nonintrusive Sampling:

Integrated into the barber experience, ensuring positive customer engagement.

Customer Experience Integration:

Grafton Barber’s 63 years of refined customer service enhanced the interaction, creating a seamless and memorable experience for recipients.

Performance Tracking:

Promogroup’s Campaign Performance Dashboard monitored metrics such as reach, samples distributed, and engagement levels, offering data-driven insights to measure campaign success.

Results and Impact:

Awareness and Visibility:

The campaign reached a highly targeted audience, ensuring the right demographic was exposed to Lucozade Alert.

Engagement:

16,200 samples distributed across the top 21 locations.

Brand Impact:

Positive consumer experiences, paired with sustainable messaging, reinforced Lucozade Alert’s values.

Customer Retention:

Repeat visits to Grafton Barber maximised trial opportunities and brand recall.

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Conclusion

By integrating Lucozade Alert sampling into Grafton Barber’s customer experience, Promogroup successfully demonstrated how innovative partnerships and a targeted approach can drive both awareness and engagement. This activation reinforced Lucozade Alert’s brand message and ensured it left a lasting impression on its target audience.
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Frequently Asked Questions

The network spans 60+ locations, including prominent cities like Dublin, Cork, Galway, and Limerick, as well as towns such as Kilkenny, Ashbourne, and Newry.

Males aged 18-35, with a high dwell time averaging 30 minutes per visit.

  • Delivery: Clients deliver samples to a central warehouse.
  • Distribution: Samples are distributed across all locations.
  • Execution: Samples are handed out by staff during customer visits (e.g., after haircuts).
  • Reporting: Campaign results are shared via a performance dashboard with exportable reports.

 

This cost-effective sampling method eliminates the need for additional staffing.

The network works well for industries like confectionery, energy drinks, entertainment, and more.

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Both static and full-motion content.

Content for tobacco products or political campaigns is not permitted.

 

  1. Delivery: Samples are delivered to a centralized warehouse by the client.
  2. Distribution: Samples are allocated to all Grafton Barber locations.
  3. Execution: Staff distribute samples to customers during visits.

Yes, customisation is possible. Additional guidelines, such as ID checks, can be implemented.

All sampling is managed by The Grafton Barber. The client provides the samples, and the rest is handled seamlessly.

Bookings can be made via email or by scheduling a consultation.

Yes, digital advertising can be booked as a standalone service.

Bookings should ideally be made a couple of weeks in advance to allow for sample distribution and campaign preparation.

Contact us for customised pricing details.

Campaigns can run for as long as you need.

Yes, discounts are available for extended campaigns or multi-location bookings.

Performance is measured through comprehensive reports provided at the end of the campaign.

Yes, detailed reports are included with every campaign.

Real-time performance updates are available for subscribers to the Monthly Marketing Solution.

Yes, services can be bundled for maximum impact.

Yes, we offer custom creative design services.

Absolutely. You can provide your own content for display.