FrieslandCampina is dominating London Waterloo station to kick-start its 2016 brand launch for yogurt drink Optiwell.
The “Thank Goodness” campaign is leveraging the entire Waterloo poster inventory of Primesight from February 15-28 to promote Optiwell, FrieslandCampina’s new yogurt drink.
Primesight’s posters display two key creatives: one brand and product-centred, and the other featuring British TV presenter Holly Willoughby, who is leading the launch campaign. The OOH agency was MEC Manchester and specialist was Kinetic Manchester.
As one of the country’s busiest stations and a major commuter location for Optiwell’s target audience of women aged 25-45, the Waterloo domination is a key media opportunity in building brand awareness.
People will also be invited to try Optiwell for free at Waterloo station, as well as being sampled at nearby offices across the first week of the campaign.
This OOH activation is part of a large-scale multi-channel advertisement campaign centred on London, which includes distribution drives and in-store activation. FrieslandCampina is also leveraging online brand display and social media, with investment with Facebook, Google and YouTube. Agency Sense is providing the brand ambassadors around the station concourse while gemsatwork are orchestrating the nearby office sampling.
Will Jones, marketing director at FrieslandCampina, said: “The Waterloo domination was chosen for Optiwell, our new delicious yogurt drink, due to the large reach and frequency of coverage it offers. With multiple poster sites in close proximity at the station, it allows for strong brand visibility and impact, which is essential when launching a new brand.
“Waterloo is a mainline commuter station and an ideal location for us to build Optiwell’s brand awareness amongst our key target consumers, who are often busy and looking for a healthy drink on-the-go. The Waterloo takeover will also be supported through extensive sampling around the station as well as nearby offices. So head down to Waterloo and get your free sample of Optiwell.”
Rubbi Bhogal-Wood, regional business director at Primesight, said: “The Waterloo domination is a brilliant format on which to launch the new Optiwell yogurt drink. The layout of our inventory is the ideal platform to create a giant visual storyboard to share Optiwell’s key messaging around dairy goodness and how easy it is to be a part of people’s daily commute and breakfast routine.”
“Our trained brand ambassadors are set to deliver around 60,000 330ml chilled bottles of Optiwell over the five live activity days,” said Anna Stennett, account director at Sense. “It’s part of a large-scale multi-channel advertisement campaign centred on London, which includes distribution drives and in-store activation. We have already distributed 450,000 samples since the brand launched late last year.”
Luca Spinella, founder at gemsatwork added: “We were delighted when the Optiwell team approached us with the Waterloo takeover concept to build upon the success of the office sampling campaign we executed in 2015. Targeting consumers working in offices in close proximity to Waterloo means we’ve been able to help Optiwell provide an end-to-end brand experience – from awareness through exposure to the posters, to trialling at their desks and then having a clear path-to-purchase in being able to redeem a money off coupon in selected stores the offices have been mapped around.”