PROJECT SUMMARY
An in-home and in-mall relief fund program to support those affected by the COVID-19 pandemic, hence indirectly increase Blue Band’s brand love.
OBJECTIVES
- Promote brand affinity between the brand and it’s consumers by distributing N5,000,000 worth of relief package to 100 households (N50,000 per household) to cushion the effects of COVID 19 pandemic on families and their finances.
- Indirectly reward brand loyalists by awarding their potential nominees with N50,000 relief packages.
TASK
- Set up and create maximum visibility for the brand in the Mall and Homes.
- Increase shelf offtake for the brand across selected touchpoints through the sales promo.
- Stimulate trial and drive conversion at point of purchase across selected outlets.
RESULT
15 beneficiaries were rewarded in-mall and in-home; 11 in attendance,
- 5 visited in their homes [within Lagos]. They were presented the sum of #50,000 relief fund each which was verifiably credited into their accounts.
