DIANA SAMPLING
WHAT IS THE BRIEF?
Diana launched a sampling campaign to increase penetration in Southern market. However, the traditional sampling method didn’t made girls appreciate the free sampling they got.
WHAT REALLY IS THE OPPORTUNITY?
Girls are crazy over hot boys and would go mad if the hot boys ask them out. So why don't we turn Diana sampling to a dating ticket with the hot boys?
WHAT IS THE IDEA?
We create STIMULATED VIDEO CALLS from the Hot boys to the girls and ask them out. In order to say Yes to the date, the girls need to collect Diana sampling as the ticket.
THE RESULT
6,800 videos submitted on microsite with overall 63,000 girls said Yes.
Delivered 500,000 samplings and landed the Dating with Hotboys tevent with capacity of 1,000 pax.
MMA GOLD WINNER – Conversions and Innovation.