The campaign will be encouraging people to ‘Shake Up’ the mundane as the antidote to all things boring and sensible and will be supported by the brand’s #ShakeItUp messaging.
An intense four-day sampling burst kicked off the campaign at the start of August, with brand ambassador teams handing out freed rinks at London’s Victoria and Liverpool St train stations, Westfield Stratford and Westfield London.
The activation, created by marketing agency Sense, is the experiential element of a wider brand repositioning campaign that will include a range of digital and social media activities.
Over the four-day activation, more than 45,000 400ml Yazoo samples were handed out along with a specially designed handout that compliments the overall look and feel of the campaign, where everyday monotonous situations are ‘Shaken Up’.
The aim of the campaign is to more clearly differentiate Yazoo from its rivals and to increase penetration among young adults – the brand’s ‘life’s too short to be serious; message will be central to this.
Alongside free and 50p-off Yazoo coupons, the handouts will feature quirky illustrated items (including a face, the bottom half of a mermaid and crocodile head) that can be easily popped out and then introduced into photos of everyday situations to “Shake them up”.
Digital advertising includes banner ads targeted at millennials on a number of pre-selected websites, with consumers being encouraged to either text shakeitup to 65009 to receive a secure digital voucher or click through to a microsite where they can opt to get their voucher delivered by SMS or email. Secure digital coupon services are being provided by i-movo.
Consumers will be encouraged to get creative and share their photographic results via social media using the hashtag #ShakeItUp.