COCA-COLA 2018 FIFA WORLD CUP TROPHY TOUR
Exp Managed the FIFA World Cup Trophy tour for Coca-Cola Uganda earlier in the year.
Watch our video summary below to see all that happened.
TUSKER LITE KAMPALA NIGHT RUN
Uganda Breweries Limited sponsored the innaugural Kampala Night Run with an aim to experientially bring TuskerLite to life in a disruptive and memorable way.
Leveraging on their ‘glow’ theme, the event comprised of a 2km run around Kololo that then climaxed with an after party.
Exp Uganda managed part of the pre-event activities - that included off trade activations to push ticket sales at key stores - and event activities - that included glow vests distribution, glow stations with accessories for the participants, refreshment points, engagement area (Zumba session), photo booth, wrist bands at the entrance and the VIP area.
About 4,900 customers were reached during off trade activations, importantly driving sales, with 900 customers participating in the run.
JAMBOJET MALL ACTIVATIONS
As part of its launch initiatives in Uganda, Exp executed a experiential campaign for Jambojet to create awareness for their new routing.
The activations targeted 7 key malls over the weekends and reached more than 12,000 consumers, making 35 spot bookings (against a target of 24).
GOtv Kwata Kavu
Exp was tasked to create awareness of GOtv's Kwata Kavu National Consumer promotion.
A soccer experience, targeting the football fans during the premier league, was activated across 201 locations in 32 key towns across Uganda, reaching more than 177,000 consumers, resulting into 205% achievement of sign ups (decoder sales) to GOtv, on top of more than 900 reconnections, resulting in an overall ROI of 81% was achieved for client.
GUINNESS RUGBY - UGANDA 7's SEND OFF
Guinness, the official sponsors of Rugby in Uganda, threw a send off cocktail event for the Rugby 7’s team that qualified for the World Cup Seven’s tournament that took take place at the iconic AT&T Arena in San Francisco in the USA.
Exp managed the event on behalf of Uganda Breweries Limited.
The brief to Exp was to conducted a sampling activity that was wrapped in a Coke Studio experience with the aim of recruiting teens and growing brand love.
Exp did this by introducing Coke Studio 3 to schools, engaging teens through mash-ups, dance and games that delivered the required Brand Experience - Perfect Serve Sampling was done at the same time - encouraging the students to watch the show and participate on line.
More than 87,000 students and just under 3,000 teachers were sampled across 84 schools.
AIRTEL RISING STARS
Youth football tournament that aims to nurture grass root talent across the 8 FUFA regions. Exp managed the tournaments logistics for and on behalf of Airtel Uganda. This included overseeing the recruitment process, managing the various tournament levels, tournament logistics (including hospitality), team screening and pitch branding, consumer activation and brand engagement, pre-tournament workshop and press conferences.
261 teams registered to take part in the inter-district competitions which also reached over 20,000 fans countrywide.
WHITE STAR MAGIC
Bidco launched a new detergent powder (White Star Magic) and Exp was tasked with the launch event that took place in the Common Wealth Resort, Munyonyo. Management of the event included:
Event Idea and theme
Set up & Decor
The brief was to re-introduce the 4g cubes to the traders and consumers and match the 5g sachet. To achieve this, Exp executed a Royco Brand Experience through home sampling and market and trade activations, creating awareness, driving trial and educating (nutritional value and usage) both Consumers and Traders on the new Royco cube.
More than 100,000 consumers were sampled over campaign period.
Huggies Sales Activation and visibility drive to the general and modern trade, where trained Exp Brand Ambassadors collected stock from wholesalers and then visited the trade to introduce and educate them on Huggies, before selling the product to them.
A separate part of the activation was sampling to hospitals and clinics.
Coca-Cola: Perfect Serve and Share a Coke
Perfect Serve & Share a Coke school activations gave students the perfect Coca-Cola experience - delighting, energising and surprising them as key passion points – with a view to driving recruitment and increased frequency of consumption.
Exp’s deliverables included BIA recruitment & training, Booking of schools, Brand Activation of The Perfect Serve and Sampling, resulting in 390,000 teens and 17,500 teachers being engaged across 400 schools.
75,000 cans were shared.