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Coca-Cola London


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Coca-Cola London


COCA-COLA
LONDON PROJECT

Make London smile, whilst creating brand awareness of all four variants of Coca-Cola and the new Choose Happiness campaign.

 
Making the experience

We aimed to put a smile on Londoners' faces in areas where they might not be too cheerful. With this in mind we created a Twitter powered vending machine that dispensed free limited edition Coca-Cola T-shirts in exchange for a happy tweet. Consumers could choose between four Coca-Cola t-shirts by tweeting their favourite variant and #choosehappiness.

We hit four major stations in London during August with sampling of all four Coca-Cola variants alongside the machineThe digital OOH happiness meter and social media were used to drive awareness of the activation.


The Results

Activated at 4 key London stations across 4 weeks throughout August

4,102 t-shirts were dispensed

94,087 perfectly served samples were distributed

The average queuing time during the live activity was 15 minutes

Content was generated through social media which was heroed on digital out of home screens.


 
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Universal Parks & Resorts


Universal Parks & Resorts


UNIVERSAL PARKS & RESORTS
HARRY POTTER - DIAGON ALLEY


To encourage fans to visit the theme park in Orlando as an ideal holiday destination, we promoted the one year anniversary of the Wizarding
World of Harry Potter – Diagon Alley, Florida.

The experience

For one day only, Tribe helped NBC Universal Parks & Resorts devise a face-to-face experience to celebrate their one year anniversary of the Wizarding World of Harry Potter – Diagon Alley, Florida. Visitors to King’s Cross Station in London were invited to step inside the world of Harry Potter, select their favourite house scarf and have their photo taken in front of a specially commissioned 3D painting of Diagon Alley – also referred to as ‘anamorphic’ art which is a piece of two-dimensional artwork that looks 3D when completed.

Each photo was assigned a unique code allowing fans to easily access their images via the campaign microsite where they could view, download and share them immediately on social media using #UniversalMoments.

Shared tweets and images were displayed in real-time on a large digital screen, as well as video content of
the real Diagon Alley theme park in Florida.

Our enthusiastic Brand Warriors were on hand to engage with passers-by as they queued for their photo opportunity
and participated in the experience.

 

The Results

1380 fans engaged with the photo opportunity over the 12 hour live activity

1013 photos were taken (includes group photos)

663 (65%) of photos were downloaded within 2 weeks of the live experience

Photos were shared via Twitter, Facebook, Instagram & Email 745 times which led to a click –through rate of over
800 unique visits to the brand’s photo website, of which over 6% went onto visit the NBC Universal’s official website.

 
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Barbour


Barbour


BARBOUR
JOHN LEWIS BRAND CONSLTANTS


Due to the increasing demand of Barbour products within John Lewis Oxford Street, Barbour required 2 brand consultants to work solely for Barbour within both the ladies and menswear departments.


Brand Warriors were tasked to recruit in-store sales staff who had a luxury retail experience, great customer service skills and could fully embody and represent the Barbour brand. 

 
Making the experience

Brand Warriors recruited a shortlist of candidates and subjected them to a rigorous first-round interview, before a face-to-face interview at Barbour HQ, a final John Lewis interview and store approval session at John Lewis Oxford Street.

A core team of 3 Barbour Brand Consultants were selected and trained to facilitate the two required positions during the campaign.

The Results

Excellent client relationship with John Lewis and Barbour

 84 in-store days were fulfilled throughout the campaign 

Great feedback on the team’s performance and behaviour in store, resultinga further 5 stores and 6 departments nationwide. 

 
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Coca-Cola Christmas Truck Tour


Coca-Cola Christmas Truck Tour


COCA-COLA
CHRISTMAS TRUCK TOUR

Create a Coca-Cola Christmas truck roadshow integrating the christmas campaign mechanic 'Give a Little Happiness'. Ensure a nationwide reach bringing Coca-Cola's most loved asset to life. 

Making the experience

We wanted to spread a little bit of Coca-Cola happiness at Christmas so we embarked on our biggest Christmas tour to date. Activating at 45 stops nationwide, we had two trucks on a 26 day tour from late November.

Each stop provided consumers with a 150ml can of Coca-Cola or Diet Coke, the opportunity to have their photo taken with the iconic truck and also listen to Christmas hits sung by our choir. A number of consumers were also able to win an exclusive glass ribbon bottle by taking part in a small competition every hour.


The Results

113% of samples achieved equating to 375,000 consumers in 26 days

Over 52,000 photos captured at the truck, 17% more than originally forecasted.


 
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Triumph


Triumph


TRIUMPH
STAND UP FOR FIT CAMPAIGN

Triumph’s objectives were to become known as the expert in fit and host fitting events within department store stockists.

Triumph Brand Warriors were tasked to increase product awareness, drive footfall to event doors, drive consumers to get fitted and promote conversion to sales.

 

 
Making the experience

Triumph Brand Warriors facilitated all aspects of the consumer journey:

Approach consumers and drive to lingerie department

Provide information about the fitting event, consumer to get fitted and drive to purchase via 20% off

Drive customers to enjoy champagne and inspirational speaker within department
 

The Results

The Triumph campaign was a great success. Within the 33 live event Days the 11 Triumph regional teams (which comprised of 46 Triumph Brand Warriors) worked within 7 department store groups and achieved the following results:

1105 consumers were Triumph fitted

An outstanding 85% of all customers fitted made a purchase of Triumph lingerie

An overwhelmingly positive response to the Triumph Magic Wire range of lingerie
which caused many designs and sizes to sell out.

 
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Nescafe Dolce Gusto


Nescafe Dolce Gusto


NESCAFÉ DOLCE GUSTO
PEAK SALES PROMOTION

Brand Warriors have worked in partnership with NESCAFÉ Dolce Gusto for over 9 years. Each Christmas, we plan and execute a programme of over 1,200 instore demonstration and sales days for the UK’s number one pod coffee machine brand.

Attracting the best sales staff is paramount in the competitive coffee machine market, so Tribe invested in becoming an ISMM accredited agency, subsequently delivering official sales training sessions to all Brand Warriors working on the campaign. Tribe have also developed a competitive incentives scheme; designed to reward all aspects of what makes an exemplary demonstration. The key motivator was the per machine incentive offered to sales made over and above target; the financial risk of which we managed by creating a flexible, tiered target system from our historic knowledge of store performance and promotional periods.

The Results

Awarded “The Best Demonstrator Instore for Peak” within the 2013 Currys programme

100% integration achieved with all shop floor staff team.

We also saw a direct impact on the brand's sales performance:

226% increase on average number of machine sales per day

19% demos to sales conversion rate.


 
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Dior


Dior


DIOR
J'ADORE IN-STORE SUPPORT

Tribe were approached to provide Brand Warrior support in key Dior retailers nationwide to drive
sales of their signature fragrance J’adore.

 
Making the experience

Tribe were given 24 hours to identify and confirm Brand Warriors who fitted the Dior profile exactly.

Tribe trained all staff and ensured the team would act as an extension of the in-store Dior team.


The Results

Close liaison with the Dior team was key to the success of the campaign

Increased awareness of J’adore and sales achieved

Client feedback: ‘I’m happy and look forward to working with you in the future’.