Roadshow with e-cargobikes as a guerrilla marketing activity for beleaf On the road without compromise for beleaf

USP Partner AG has designed a live marketing activity to stage the product promise that conveys exactly that: "zero compromises". Four elaborately branded and lovingly decorated e-cargobikes ensured brand visibility. The lenticular printing of the branding enabled the campaign messages "100% delicious", "100% plant based" and the resolution "zero compromises" to be displayed individually or all together depending on the position and angle of the viewer thanks to the lenticular effect, making it clear that there is no need to compromise when choosing beleaf.

Staging the brand promise

The sensory box developed especially for the activity worked with the same logic, with which friendly and trained promoters asked the target group at tour stops what was more important to them: taste or plant-based ingredients. Depending on their choice, the target group reached into the hole on the corresponding side, in which a beleaf yogurt alternative with the flavors lime, peach or berry was hidden. The resolution at the end showed in a humorous way that no matter what the consumer decides, the answer is always beleaf, as with beleaf there is no either-or, but always both-and.

40,000 direct contacts

The e-cargobikes toured the seven largest cities in German-speaking Switzerland for 10 days, reaching the urban target group in pedestrian zones, public squares and on riverside and lakeside promenades. In addition to effective staging through branding and activation, perfectly chilled samples ensured a direct product experience. Almost 40,000 trials and a multiple of communicative contacts were achieved with the live marketing activity.

USP Partner AG was responsible for developing the concept and for the entire planning and implementation of the activity.

Briefing

Building brand awareness, generating trials and dramatizing the "zero compromises" product promise.

Solution

Guerrilla campaign in public spaces along lakeside and riverside promenades, parks and in/around pedestrian zones with lovely and eye-catching branding. To communicate the product promise, the visibility was implemented with a lenticular effect and a simple but appropriate activation was developed that showed the target group that you don';t have to choose good taste or plant-based ingredients - with beleaf, no compromises are necessary!

Result

40,000 trials and a multiple of communicative contacts - as well as many happy faces among the target group thanks to the friendly promotion.