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

7

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?

7

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*.

7

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

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