Launching the First Hangover Recovery Drink in Quebec.
5 million impressions in 4 months.
Victor Gauthier, General ManagerDigital advertising is a vast world. Entering it without experience was a no-go for our team. That's why we reached out to mint. Their expertise and the human approach they have shown have largely contributed to reaching our objectives. The team is dynamic, understanding and above all, proactive.
Objectives.
Launch the brand and the new and improved product in Couche-Tard stores across Quebec.
Challenges
- Strict regulation of the terms allowed by Health Canada to describe the ingredients and benefits of the product.
- New product category requiring consumer education and differentiation from energy drinks.
- The taste of RECAP's 1.0 recipe was not very popular with consumers. They were reluctant to try the new and improved version in cans.
Our Strategies.
How did we reach the goal?
Digital Out-of-Home Advertising Campaign
Digital out-of-home campaign deployed in universities, CEGEPs, restaurants, bars, billboards and bus shelters across Quebec to increase the brand awareness in a selection of locations regularly visited by RECAP's target audience; students and young professionals with an active lifestyle.
We adapted the message according to the location, the day of the week and the time of day. During weekdays on college campuses, the ad "Big night out last night? You should've had your RECAP" aired from 8:00 to 11:00 a.m. on Fridays to appeal to students the day after their happy hour. The ad "Big night ahead? Don't forget your RECAP" aired from 1pm to 8pm on Thursdays and Fridays to remind partygoers preparing for their night out to buy a RECAP along the way.
Results:
- Placements on over 200 screens
- 1.2M people reached in one month
Geotargeting Social Media Ads
Microtargeting around points of sale near Parc Jean-Drapeau during Île Soniq and Osheaga festivals as well as Couche-Tard's across Quebec with ads adapted to the location.
Precise targeting around major points of sales (Couche-Tard and other retailers across Quebec) with ads informing users where to find RECAPs with the exact address of the location near their current position.
Results :
- 25,000+ people reached during Île Soniq 2021
- 30,0000+ people reached during Osheaga 2021
- 150,000+ people reached in one month near points of sale
The Results.
on Facebook, Instagram, Snapchat & digital out-of-home campaign.
during the 4-month campaign.
during the 4-month campaign.
