Maxxium UK, distributor of market leading shooter After Shock, has proved its executional and creative excellence by winning gold in the Event Marketing category at the annual Institute of Sales Promotion awards (this category attracted the single largest number of entries).
Launched in October 2002, Maxxium UK's Party Animal campaign, costing nearly half a million pounds, aimed to bring the unique After Shock brand experience to fun loving 18-25 year olds nationwide. It centred on in-bar promotional events and ran in over 250 bars across 59 towns and cities in the UK over a six month period, reaching over 50,000 consumers.
The centre piece of the activity was a six-foot screaming head with glowing red eyes and smoking ears which was carried into bars by four foot tall dynamic Party Animals dressed in red blue and green to reflect the three After Shock variants. Led by a ring master and mistress, they challenged consumers to dive into the After Shock head and claim an instant prize. This was complemented by outlet sampling using a voucher mechanic to be redeemed for free product. In-bar activity was supported by radio promotions on key local stations throughout the campaign.
The Party Animal campaign led to an average 66 per cent volume uplift in participating bars and 97% of bar managers questioned rated the event as good or excellent in a follow up survey.
One of the panel of judges at the ISP awards said: "Party Animals was original, humorous and well targeted. The results proved that the activity was spot on for the brand and its objectives".
Emma Scarratt, Maxxium UK senior marketing manager for After Shock, said: "After Shock continues to lead the shooter category by example. Innovative thinking and creative marketing campaigns like Party Animal drive footfall into outlets, raise brand awareness and generate additional sales . The campaign was devised by our retained promotions agency ARC Marketing and is indicative of the type of activity that After Shock should be remembered for".
Further brand building investment on the After Shock brand will continue throughout the year.