Whilst the World Cup may be slipping into the edited highlights of 2018, we have looked back at this activation to understand its impact on the sales. To support World Cup 2018 in Sainsbury’s, i2C teamed up with six big brands across the lager, crisps, soft drinks and confectionery categories to create two unique customer activations.
Our vision was to create fully integrated, multi-brand campaigns that would engage shoppers at home and in store, and allow both official sponsors and non-sponsors to maximise brand presence during a very busy period in Sainsbury’s superstores.
In order to ensure alignment between the brands and Sainsbury’s, i2C’s Design Consultancy team created the concepts for the activations, both centred on exclusive Nectar swipe-to-win competitions, with prizes including a home entertainment system or Argos vouchers. To create a seamless experience for shoppers, these activations were supported across multiple touchpoints including email, online, aisle point of sale and high-visibility experiential sampling incorporating a giant ‘Spot The Ball’ competition or ‘Spin To Win’ wheel.
The campaigns proved as popular as Gareth Southgate’s waistcoat! Customers gave great feedback (e.g. “What a fab game with great prizes” and “Well, this has made my shopping trip fun!”) and the activity drove sales uplifts of 7% for the brands involved and 5% for the categories involved.
As a result, we are already lining up our teams for future brand collaborations in support of key events, both sporting and seasonal.
Mondelez recently ran an experiential campaign for Toblerone in 77 Sainsbury’s stores, giving customers an in-store and digital experience. Customers were able to personalise their Toblerone with a sleeve, plus a QR code which allowed the customer to record a personalised message to gift to a loved one over the Christmas period. For Sainsbury’s, enabling […]VIEW
Whilst the World Cup may be slipping into the edited highlights of 2018, we have looked back at this activation to understand its impact on the sales. To support World Cup 2018 in Sainsbury’s, i2C teamed up with six big brands across the lager, crisps, soft drinks and confectionery categories to create two unique customer […]VIEW
Danone teamed up with i2C and fashion brand Orla Kiely at the end of May to raise awareness of the relatively new Light & Free yoghurt range. Our vision was to use personalisation to engage Sainsbury’s shoppers, and resonate with those that had a passion for fashion. The campaign brought together different media channels with […]VIEW
As traditional retailers face tougher competition from discounters and high street budget stores on price, a greater emphasis is being placed on providing customers with unique reasons to enter their stores. Strategies range from reinvigorating a customers’ passion for food and cooking, through the supply of distinctive and exclusive product offerings to creating a frictionless […]VIEW
5 years ago, we launched insight to communication (i2C), a data-driven marketing agency giving Sainsbury’s branded suppliers unprecedented access to customer data and communication channels, helping our clients to understand and influence shopper behaviour more effectively than ever before. On 15 March 2018, colleagues from i2C and Sainsbury’s got together with our Sainsbury’s supplier clients […]VIEW