DEFINITI - ALTERNATIVE CHANNEL IN-BAR

Service: Field Marketing

Client: Rumbling Walls (a subsidiary owned by Imperial Tobacco Canada)
Program: Definiti - Alternative Channel In-Bar

Client Need

• Create a national, Alternative Channel communications program to drive brand awareness
• Target the 19 - 24 aspirational demographic

Strategy

• Establish partnerships with upscale venues that connect witht he target and align with the brand
• Create a customized event / concert experience within the venues that authentically represents the brand
• Leverage an existing database coupled with innovative street marketing tactics to engage with the target audience
• Invite the target to attend these unique event / concert experiences via a one-to-one, opt-in electronic campaign

Results

• Over 200 successful events were executed nationally with over 80,000 targeted attendees
• The client was able to connect with their target in a unique and personal way while engaging them in a brand experience that helped build loyalty
• The database continued to grow giving our client a critical communication tool for on-going dialogue with their target