Defender Roadshow.
The Challenge
While Kopparberg’s famous cider is already well known (and well distributed) around the country, they needed a special push for their new “Kopparberg Black” draught – an infusion of apple cider with blackberry and blackcurrant. Our mission was to put more samples in hands, and create a stronger “brand love” between Kopparberg and their key target audience – students.
The Insight
It doesn’t take much to encourage students to drink. But if you want to create a lasting impression, there’s a bit more to it. Firstly, you need to engage in a direct and authentic way, speaking their language and creating an environment that fits their lifestyle. Basically, give them a reason to come back for more!
The Action
We took a classic black Land Rover Defender and converted it into a mobile pop-up bar. Driving throughout the land, we stopped off at university campuses and student unions, giving everyone a taste of Kopparberg Black. More than that, we gave the on-the-go event a true festival vibe, with banners, beanbags and blaring music to set the scene. Kopparberg is anchored by its “Outside is Ours” campaign, so the Defender Roadshow fit perfectly within the outdoor concept. Straight to the point, and infiltrating the heart of student life, we made Kopparberg Black the best lesson of the year!
The Results
Over multiple years, an incredible 15,000+ samples of Kopparberg Cider, Spirits and Alc-Free were tasted across UK campuses and sold an additional 5,000+ to those who wanted more.
In 2022, 28 new listings across NUSSL sites were also secured off the back of previous activations, with ROS increases YoY at the sites we visited.