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Posted: Jul 20, 2011

Shopping Centre weekend survey gives top grade reports for key consumer brands

A trio of well known consumer brands – Andrex, Comfort and Nivea - popped up in Fieldmarketing.com‟s survey last weekend, all impressing shoppers with good brand communicators. Field Marketing uses both crowdsourced field agents (sourced via Field Agent, see below) and our own mystery shoppers to check out the best brand promotions and this weekend saw one perfect score of 20/20 „very positive‟ and two other promotions that were also graded „very positive‟. The perfect score was delivered by Andrex Gorgeous Comfort Quilts at Leicester‟s Highcross centre for a promotion created and staffed by Candour and featuring the ever-popular Andrex puppy. The field agent noted that there was a lot of interactivity on the stand and compelling competitions, as well as engaging and enthusiastic brand ambassadors. It is the second time that Candour and Andrex have scored a maximum with Fieldmarketing.com‟s field agents and mystery shoppers this year – a first for any agency and brand combination. Quality promoters were also on display at the Birmingham Bullring where the Unilever brand Comfort was in action for a promotion created by RPM and with staff from N2O. Our field agent enjoyed a 10 minute colour and fashion consultation called 'Colour Me Beautiful' on the stand and found the process helped to gain a much better understanding of the thinking behind the brand.

Mairead Greensmith, Comfort senior brand manager, Unilever UK had predicted: “We‟re excited to be partnering with Colour Me Beautiful and RPM on what will be a truly engaging campaign. We know that a lot of women are unsure as to what colours to buy and wear and we hope that the Comfort Brights and Whites roadshow will ensure this campaign provides a practical service to women across the UK!”, something shoppers in Brimingham seemed to agree with.(more campaign news) Finally skincare enthusiasts shared a 100 year birthday celebration with Nivea at London Westfield in a promotion that used tried and tested photo sharing techniques to engage visitors with a campaign that is called „Nivea Million Moments of Closeness‟, and is a part of a 1 billion Euro global campaign (according to PR Newswire‟s 10 May report). The Nivea Million Moments of Closeness‟ tour is created in the UK by Life Agency and uses photographer Nick Daly and Professor Geoffrey Beattie to communicate with brand fans and followers attracted by the tour, online and off. The tour uses themes of „closeness‟ represented through photography in order to make an emotional connection. The Tour uses both the shopping centre stand and a mobile team (at the weekend the mobile team was in Bournemouth) in a nationwide tour that continues through August and September including an impressive weeklong booking at Westfield Stratford 12-18th September. Our mystery shopper noted some great visuals at Westfield London, including the big Andrex screen that made the promotion location obvious (provided by PSCo) and expert brand ambassadors.

Summary A trio of well known consumer brands – Andrex, Comfort and Nivea - popped up in Fieldmarketing.com’s survey last weekend, all impressing shoppers with good brand communicators.

Field Marketing uses both crowdsourced field agents (sourced via Field Agent,) and their own mystery shoppers to check out the best brand promotions and this weekend saw one perfect score of 20/20 ‘very positive’ and two other promotions that were also graded ‘very positive’.

Description Quality promoters were also on display at the Birmingham Bullring where the Unilever brand Comfort was in action for a promotion created by RPM and with staff from N2O. Their field agent enjoyed a 10 minute colour and fashion consultation called 'Colour Me Beautiful' on the stand and found the process helped to gain a much better understanding of the thinking behind the brand.

Tags: Andrex, Comfort, Crowdsource, Crowdsourcing, FMBX, Knowledge, Nivea, survey

Posted by Fritz Schaefer

Jul 20, 2011 02:03 pm GMT Viewed 1314 times

Author: fieldmarketing.com Source

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