The Client
First Quality
Panda Bath Tissue & Plenty Paper Towels
The Objective
Introduce two new premium paper products – Panda Bath Tissue and Plenty Paper Towels – to millennial shoppers and young families residing in the heart of Chicago
The Services
Mobile Tour, Retail Events, Custom Fabrication, Guerrilla Sampling
The Details
The Problem
First Quality is the maker of high-quality paper goods with low-cost value. But in an over-crowded market, how could we position two emerging brands – Panda Bath Tissue and Plenty Paper Towels – as the go-to household paper products for Chicagoland consumers?
The Insight
With 87% of consumers more likely to purchase a product after engaging with it at an event, we knew we needed to put Panda Bath Tissue and Plenty Paper Towels in the hands of the people*.
The Solution
Create hands-on sampling experiences via our Luxury Bathroom tour, a mobile bathroom trailer stocked with Panda Bath Tissue and Plenty Paper Towels, providing a clean, comfortable, fully-branded experience for our target consumers visiting high-traffic events, retailers, and neighborhoods in Chicago
The Activation
Over the span of 5 weeks, we toured the Luxury Bathroom trailer across multiple venues and neighborhood festivals in Chicago, offering hands-on sampling opportunities, interactive games, and product sweepstakes. To spread brand awareness, our street teams traveled to nearby retail locations and college campuses to distribute coupons and generate immediate product purchase incentives.
Overall, the activation demonstrated the brand’s commitment to quality at a low cost price, and gave consumers the opportunity to truly experience the quality of the products.
*Source: EventTrack 2015
The Results
Impressions
Hands Washed
Samples Distributed
Coupons Distributed
Asses Wiped
