Sealord ‘Little Boat’ campaign via Geometry Global redefines brand volume effectiveness
Case Study – In amongst the miniature magic of New World’s 2014 ‘Little Shop’ promotion, Sealord’s ‘Little Boat’ campaign has captured the hearts of Kiwi maritime fanatics, exceeded sales targets by 300% and raised brand love scores to an all time high.
The campaign has now scored Gold for shopper marketing agency Geometry Global New Zealand at the coveted AMPA Star Award for ‘Best Activity Generating Brand Volume’ in Sydney last week.
Says Louise Cunningham, executive director at Geometry Global: “Of all the categories to win, generating brand volume is the pinnacle for a shopper & activation agency; it’s particularly special considering the high caliber of Australian entrants we were up against.”
The biggest miniature that Little Shop had ever seen was created as part of the co-branded campaign – a scaled down, 7ft, custom built, Sealord fishing boat look-alike, destined for a little skipper (and an adult). Any Sealord product purchased along with a Flybuys card swipe during the promotion put shoppers in the draw to win one of two boats.
As the Sealord ‘Little Boat’ toured the nation within the in-store display space, its intrinsic shareability was leveraged through digital, social media and PR channels while a charming video starring actual Sealord skipper Mike Sheppard piloting the little boat was transformed into a 30 second TVC, pre-roll and extended Facebook content. Retailer assets, digital and in-store communications ensured the campaign had significant presence online space and in-store, digital and social media drove awareness and conversation, while in-store shifted product volume.
Says Sarah Sandoval, head of marketing and innovation, Sealord: “The incredible effectiveness of ‘Little Boat’ was powered by an impressive understanding from Geometry Global NZ of how to maximise a retailer partnership, seamlessly assimilating into one of the country’s most successful retailer promotion and shift brand sentiment as well as volume. The results speak for themselves – this is the gold standard in shopper marketing.”
Lead Agency – Geometry Global NZ
Production Company – Ogilvy NZ
Post Production – Ogilvy NZ
Client
Sarah Sandoval – Head of Marketing and Innovation
Craig Harrison – Senior Brand Manager – Ambient
Nikkola Mathews – Brand Manager – Ambient
Agency
Louise Cunningham – Executive Director
Senior Account Director – Lina Montero Soto
Senior Account Manager – Leon Cui
Creative Director – Paul Doffizi
Art Director- Peter Wujkowski
Footage/Retoucher – Jamie Wright
Photography – Craig Haybrittle
Editor – Ben Chesters/Gary Sims