For the Schweppes brand, we’ve created a seasonal TMA ad campaign that will connect the purchase of Schweppes products with a summer contest and music experience. Summer drinks, concert emotion and the space where the decisions are made – bars and gastro establishments.
It is a marketing activity carried out at the point of sale (e.g. in a store, chain, etc.) to promote the sale of a particular product or brand. It focuses on working with business partners and is often managed by a trade marketing team. In short, a TMA is a trade marketing activity that aims to promote the sale of a product, in our case Tonic Schweppes.
The goal was clear – to design and implement a TMA campaign that would promote the sale of Schweppes tonic directly in the stores. The brief brought together several challenges: engage the customer at the point of sale, create clear and attractive competition mechanics, design distinctive POS material, and at the same time devise a way to differentiate the Schweppes brand in the busy summer period.
From the original simple idea, we created a full-fledged communication concept called:
“Mix yourself a double entry to the concert”
The mechanics of the campaign created:
We have prepared several versions of visuals and prototypes, which are designed for the target audience ,, young adults and adults ” who like to enjoy a good drink and a good atmosphere in the summer.
The final visual combines:
We have launched bavsasnami.sk – a responsive, fast and visually clean website where the visitor:
In addition, the site is designed to be usable for other brands and campaigns.
Product
The basis of the entire campaign was Schweppes – a refreshing tonic that customers know and like to combine with gin or other alcoholic and non-alcoholic drinks. We put these proven drinks (Tonic and Gin Tonic) in the spotlight and created a simple incentive: buy two of them and enter the competition.
Space
The whole campaign was designed to work directly in gastro establishments – bars, businesses, summer zones and places where people enjoy their time, quality drinks and company. In these spaces, we worked with a visible yet tasteful POS solution that doesn’t get in the way of service, but naturally communicates the benefit to the customer.
Experience
Beyond product and place, we offered the customer something more – a summer prize that resonates. A competition for Robbie Williams concert tickets created a strong emotional reason to get involved. Linking the purchase to the concert created a clear impulse that the customer understands immediately, ” I’ll buy a drink, maybe I’ll go see Robbie.” And that was exactly the moment – simple, quick and memorable.
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