In amongst the miniature magic of New World’s 2014 ‘Little Shop’ promotion, Sealord’s ‘Little Boat’ campaign captured the hearts of Kiwi maritime fanatics, exceeded sales targets by 300% and raised brand love scores to an all time high. The campaign has now scored gold for shopper marketing agency Geometry Global New Zealand at the coveted AMPA Star Award for ‘Best Activity Generating Brand Volume’ in Sydney last week.
Louise Cunningham, executive director at Geometry Global, said “Of all the categories to win, generating brand volume is the pinnacle for a shopper and activation agency; it’s particularly special considering the high calibre of Australian entrants we were up against”.
The biggest miniature that Little Shop had ever seen was created as part of the co-branded campaign - a scaled down, 7ft, custom built, Sealord fishing boat look-alike, destined for a little skipper (and an adult). Any Sealord product purchased along with a Flybuys card swipe during the promotion put shoppers in the draw to win one of two boats.
As the Sealord ‘Little Boat’ toured the nation within the in-store display space, its intrinsic shareability was leveraged through digital, social media and PR channels while a charming video starring actual Sealord skipper Mike Sheppard piloting the little boat was transformed into a 30 second TVC, pre-roll and extended Facebook content. Retailer assets, digital and in-store communications ensured the campaign had significant presence online space and in-store, digital and social media drove awareness and conversation, while in-store shifted product volume.
