Danone: Actimel Contextual & Experiential

  • Challenge

    Ireland’s favourite breakfast probiotic yogurt, Danone Actimel, wanted to connect with commuters and educate them on the benefits of starting each day with an Actimel especially across the winter months.

  • Solution

    An external tram wrap and internal tram domination were strategically placed on the Luas line which featured messages of encouragement, including #staystrong and ‘Embrace Winter’. Contextual digital OOH ran across DART and rail stations targeting the morning rush. To help commuters get each day off to a great start, eye-catching Danone Actimel branded kiosks were set up at major Luas stations across the Green and Red Line. Brand ambassadors were on hand each morning to help consumers start their day with a tasty sample of Danone Actimel.

  • Results

    Over 12,000 samples of Danone Actimel were distributed to commuters on the Luas line in January successfully connecting with the target audience.  Speaking about the campaign, Jane Ahlstrom,Account Director, Mindshare said: “Actimel’s ‘Stay Strong’ campaign is all about pinpointing the moments when consumers need to stay strong the most; Winter and the morning commute are two of these key moments. The partnership with Kinetic, JCDecaux and Mixtape Marketing was truly a great way to create standout across the busy commute with an impactful takeover on Luas supported with contextual commuter formats and multi-station sampling.”