MAXIBON WAFFLE ON DRIVE-THRU
To celebrate the launch of Maxibon’s most innovative creation the Maxibon Waffle On, iD partnered with Peters ice-cream to create the first ever Maxibon Waffle On Drive-Thru.
MAXIBON WAFFLE ON DRIVE-THRU
Taking over Saul’s Sandwiches Drive-Thru in South Melbourne from 12th – 14th of
August, we spread the Waffle On excitement, handing out free Maxibon Waffle On's all weekend long, to both pedestrians and consumers driving through.
OBJECTIVES:
Create an immersive consumer sampling experience to celebrate the launch of
the new Maxibon Waffle On.
Design and build a highly visibly branded moment that drives brand awareness
and interest for Maxibon Waffle On.
Generate talkability and encourage mass test and trial for Maxibon Waffle On
among new and existing consumers.
Increase brand presence, engagement and drive conversation among consumers,
media and influencers across online and social platforms.
OUTCOMES:
iD handed out Waffle On’s, doubling our KPI’s and causing the team to sell out
before close on the final day.
We created a highly visible activation that generated mass awareness and
coverage in media, through influencers and UGC.
Overall, the influencer coverage reached an actual audience of more than 472,000
potential Maxibon consumers.
The average reach/engagement rate was 7.65%, which is 2.55 times higher than
the industry standard of 3%.