The Brief

Bayer wanted to raise awareness of their Berocca Boost drink amongst younger Singaporeans. Boost is an energy drink packed with vitamins and guarana, delivered in an iconic effervescent tablet format. Berocca Boost is mostly sold in pharmacies, away from the consideration set of energy drinks in convenience/grocery stores. Our target audience didn't know much about Berocca Boost, so we needed to raise awareness of the product AND the fizzy tablet format, and make sure people knew where to buy it. Sampling at high foot traffic point-of-sale was proposed to: raise awareness, demonstrate the format and where to buy.

Describe how the promotion developed from concept to implementation

Sampling, by itself, is pretty boring! Samplers handing out cups of Berocca is great, but it's never going to get people liking, tweeting & instagramming about it, is it? We needed to increase awareness beyond the sampling locations by expanding them to the biggest location on the internet - Facebook. We combined Singaporean's love of uploading photos to Facebook with their enthusiasm for getting free stuff and invented a social-local-mobile-robotic-sampling device - called Berocca Boostbot. The Boostbot is a robotic sampling station with built-in photo booth, powered by Facebook check-ins and stationed outside pharmacies around Singapore.

Describe the success of the promotion with both client and consumer including some quantifiable results

A world-first robotic solution to dispense fresh samples - an engineering feat, consider the client thought it was impossible to dispense fresh samples due to humidity sensitivity. 2390 checkins and samples dispensed (so far), demonstrating the unique tablet product format. 840 photos taken and uploaded to facebook Hundreds of photos tagged - participants returned to our facebook page to tag themselves +35% increase in product awareness (post exposure interview in area) Extended reach of 402% via Facebook network 2 weeks campaign extended to 9 weeks More Boostbots being built to meet retailer demand

Explain why the method of promotion was most relevant to the product or service

Promoting Berocca Boost and unique tablet format, we needed to GIVE THE FIZZ. No point offering a pre-made cup of drink - the fizz of the effervescent tablet is the important product experience. Boostbot prepared fresh samples at the time of Checkin on facebook mobile, proving Berocca was an innovative brand with a unique way of delivering an energy kick! The project has re-positioned the brand in the eyes of retail partners. They loved the idea of a facebook-connected photobooth outside their location - lots of people crowding around the innovative machine, hamming it up for the camera to have their "CUPS UP!" photo taken with a fresh cup of Berocca Boost.