Adnams
Ghost Ship 0.5%
The brief
Adnams aimed to raise awareness and drive purchase consideration for Ghost Ship 0.5% through a vibrant sampling campaign. Thursday office drops tapped into after-work drinks moments, supporting a wider-activation held at Liverpool Street Station; looking to direct consumers to bars/retailers whilst collecting marketing comms
The solution
We strategically targeted ABC1 offices in creative and professional sectors, all within walking distance of key retailers and bars stocking Ghost Ship 0.5% – aligning with Adnams’ key target audience.
This ensured a seamless path from trial to purchase. Drinks were delivered ice-cold for maximum impact, and recipients were provided with posters and leaflets featuring QR codes linking to step-by-step directions to their nearest stockist.
These also offered a direct way to opt into marketing communications and share feedback, turning each sample into a valuable data and engagement touchpoint.
Retail Impact of Sampling: Adnams Ghost Ship 0.5% Success Story
20,000 consumers, 84 workplaces and 1 amazing outcome.
Sampling in and around Liverpool Street Station in London resulted in a remarkable uplift in sales amongst the targeted pubs and retailers, and with the average time to walk from their office to buying a cold, crisp taste of Ghost Ship 0.5% being less than 4 minutes – it’s no wonder so many did.
SALES UPLIFT IN SUPPORTED RETAIL STORES
HIGHER SALES THAN IN NON TARGETED STORES
