JUST JUICE CAMPUS FEEDBACK MAY 2011

Campaign Objectives

• Introduce 4 new flavours variants into youth market

• Create and solidify brand presence on campuses.

• Engage with university students in a

unique and engaging manner

• Communicate brand personality through effective marketing communications

Specific roles & Objectives • Drive awareness & favourite brand:

Reengage with the target audience, and increase awareness and favourite brand scores. Attach relevance for the target market with brands offbeat personality.

• Modify attitudes: Negate negative responses to the carbonated aspect of the product to shoppers by compensating with the benefits i.e. 100% Juice, Preservative Free

• Encourage trial, with both the student target market and in store shopper.

• Create a favourable impression, create stand out and talkability with the student target market

Targeted Campuses • Wits

• UJ Bunting

• UKZN HC

• TUT WITBANK

• NMMU

• UCT

• UFS

Campaign Mechanics• Pre-marketing elements

• Online• SMS• Res Door Hangers• Posters• Campus Radio

• On-Campus Sampling Days • Flash Mobs• Peep Cans

• On-Campus Music Events• Naughty but Nice Concept• Karma Fruitra• Pair Up• Pole Dancing

• Off-Campus Mechanic• www.nicecan.co.za

Pre-Marketing Elements (Online) • Online Launched in February

2011

• Medium Package was delivered on www.studentvillage.co.za

• 150 000 impressions delivered on Just Juice Banners.

• Clicks 425 clicks in one month• Matched average industry click

through rate

• Each Campus event was promoted through Student Village Facebook Page • Added Value

Pre-Marketing Elements (smses)

• 27323 smses were sent out to a database of students a day before the on-campus music event

• Promoting the trip to Vegas as well as the actual events on campuses (times, dates)

• “Check out Just Juice on your campus today at 1pm. Stand a chance of winning a trip to Vegas. Go to nicecans.co.za to enter. Just Juice Shake Things Up”

Pre-Marketing Elements (Res Door Hangers)

• 5000 Res Door Hangers • Distributed directly to reses on

campus the week before the main music event

• Copy on res door was cheeky and provocative.

• Promoted the concept, the website and the dates of the activations as well as the competition to Vegas

Pre-Marketing Elements (Posters)

• 350 posters went up around all campuses a week prior to main music event

• Promoting, dates, venues, along with the competition and the URL

• Students Loved the posters and often took them off to take into there dorms

Pre-Marketing Elements (Radio) • WITS• UJ• UCT • NMMU • UFS

• All received a weeks worth of airtime

• 30, 30” sec spots were booked across of these stations, and ran a week prior to main music event.

On-Campus Sampling Day (peep cans )

• Running parallel to the Flash Mobs were life size Just Juice Cans with a difference

• The difference being that they were PEEP cans.

• Each can contained a TV within it that screened a viral (naughty but nice) of what happens when two fruits come together.

• These PEEP cans were a massive

hit and got over 2000 students excited

On-Campus Sampling Day (flash Mobs)

• Just Juice promoters along with actual Just Juice Fruit Characters spent a day on campus creating hype and sampling and creating product trial.

• Fruit characters served as Flash Mobs

• Creating a memorable experience with the brand that students would hardly forget.

• Over 20 000 samples were handed out during these on-campus sampling days along with the music event days.

On-Campus Music Events 7 Large scale music events, with associated activities tied into the Naughty but Nice theme

Approximate crowd attendance 6 000 students

On-Campus Music Events • High Profile MC (Fezile Makanya) • High Profile Dj (DJ Naves)• High Profile artisit (A.K.A)

• Were all used to connect to the crowd in a way that only they could do it.

On-Campus Music Events • The crowd were also entertained by

on stage activities.

• These on stage activities were moulded around the brand and its personality and the Naughty but Nice Concept

• These activities were the Karma Fruitra(students needed to position the Fruit Characters into Positions based upon Karma Sutra positions), The Pair-Up(Students themselves then had to perform those positions depicted by the Karma Fruitra)and the Pole dancing

• Students could walk away with instant prizes. Just Juice hamper and YDE voucher plus an Ipod

Total Campaign Reach

Approximate crowd attendance at

music events6 000 students Over 20 000 Samples Distributed

Student Reach via all channels used 350 000

Off-Campus Mechanic • All mechanics of the campaign drove

students to the main URL

• www.nicecans.co.za

• A portal wereby students could understand what the campaign was about as well as enter into the competition

• The main prize being a fully paid for VIP experience in Las Vegas.

• All activities at music events were filmed and uploaded to nicecans.co.za where students could vote for themselves to win.

Feedback and comments• Premarketing material received a positive

response and the students seemed very interested as the promotion was the first of its kind on campus taking into account the fruit suits.

• The promotional area/setup was impressive, it drew a lot of attention where you had students interacting with the large JJ cans with the TV’s inside – they found in naughty yet clever.

• We had a lot of students engaged during the second day sound events, they found the prizes useful. The MC/DJ made the event as interactive as possible and the students got involved.

Thank you