What we did
Little Moons came to us to help executing a nationwide summer sampling campaign with a twist… in classic Little Moons fashion, instead of serving mochi from a traditional ice cream truck, we took to the canals in 3 major cities and brought the client’s ‘Little Moons: House Boat’ dream to life.
The primary focus of the campaign was to drive product sampling, getting “mochi in mouths” at a high volume, reminding consumers that Little Moons is the perfect summer snack. Secondary objectives included providing a highly-instagrammable experience that could create a buzz on social channels, as well as maximising brand recognition during a key sales window for the ice cream brand.
To ensure Little Moons were able to achieve their desired objectives, we first had to nail the design concept of the boats. As with anything Little Moons, we had to dial up the pink. We worked closely with their creative team to nail the visual concept before designing, producing and installing all the artwork for wrapping as well as the 3D props that featured on the boat.
These design elements not only drew attention from visitors and passers-by, encouraging product trial, they also acted as great UGC opportunities for social sharing and helped create noise across social channels. This worked particularly well in the content generated and shared by the influencers that Little Moons invited down for the experience.
We sourced 3x targeted locations in major cities, focusing on high-footfall spots along the canal with an over-index of Little Moons’ target audience. This enabled us to maximise sample numbers at each location and ensure that product trial targets were not only met, but exceeded. At each of these locations, we handled all required licensing applications with the Canal & River Trust, as well as the locations themselves.
To ensure visitors had a great experience, and were ultimately able to get their hands on some delicious mochi, we had a team of staff dedicated to handout product and encouraging passers-by over to the activation. The staff were all in pink, branded uniforms which we produced and supplied – further details adding to create a fantastic Little Moons experience.
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