This summer, for our long-term client Heineken, ppm factum launched a massive promotion campaign to provide an introduction trial for a new Zlatopramen product. In the Czech market, it is a breakthrough innovation among Radlers (Shandies). Zlatopramen Herbal is the first in the market to be absolutely alcohol-free.
Ppm factum works with an Above-the-Line (ATL) concept that carries the headline "I'm a proud zero" and fully relies on all communication, visual and activation elements. The products´ ingredients are all natural but this fact is only communicated in the second plan during the events. Herbal is available in two attractive flavors: Black Currant & Lavender or Lemon, Elderflower & Mint.
For the new product, ppm devised and organized a big road show that focuses on the larger Czech cities and the most attractive locations within them. It is targeting offices, city parks, inline and bicycle paths and selected hypermarkets. In addition to the massive sampling, the "Zlatopramen 0,0% Zones" are built at the places of implementation, where people can try out a range of balancing activities, a bicycle for two or relax in special 0% armchairs.
Jirí Král from ppm factum explained why this form of implementation has been chosen: “We thought the ATL campaign was really good, partly slightly controversial, and that's why we did not choose the standard form of sampling, but we created Zlatopramen zones with a number of interesting balancing activities that make it easier for the visitors to connect with the main idea of the entire campaign.”
The Road Show started off at office centers in a fairly funny way; office center employees were approached directly through their office windows where fake window cleaners invited them to the zones located right in front of their office centers.
Promo has been highly attended and over 600,000 samples have been distributed in 2 months. The end of the activity is planned for the 2nd week in September 2018.