Experiential agency iblinkworld (formerly iblink) is to run a one-day live marketing campaign backing the launch of New Bassetts Soft & Chewy Daily Energiser, a vitamin supplement for professional working women.


 


Combining heavyweight sampling and experiential activity, the campaign is set to run on October 9th from 7.00am at London’s Liverpool Street, Victoria, Paddington and Waterloo stations.


 


Commuters’ attention will be drawn to the activity by professional dancers wearing ‘Jump out of the slump’ t-shirts performing to music on mini trampolines, while brand ambassadors will distribute product samples and branded Oyster card wallets containing an information leaflet with a £1 money-off voucher.


 


During mid-morning, guerrilla teams will sample at consumer ‘hotspots’, targeting busy areas such as Broadgate Arena at Liverpool Street. In the early afternoon, the brand ambassadors will visit around 30 major businesses with an emphasis upon the media, consultancy, and professional services sectors; encouraging sampling and word of mouth with the help of office managers or HR staff.


 


Field teams will then appear in high density pedestrian ‘hotspots’ before hit squads target offices directly in the early afternoon. The activity is designed to emphasise the Bassetts Soft & Chewy positioning of ‘young, lively and energetic’ to the target market of professional women aged 18-30. The marketing message targets the ‘slumper’ – the busy woman keen to avoid the usual dip in energy levels experienced during afternoons.


 


Iblinkworld has also arranged a sampling partnership with online fashion retailer ASOS, who will distribute a further 30,000 samples and leaflets when fulfilling customer orders.