Meatone 2011

DESCRIPTION

The brief:

MeatOne – A high end meat shop – a concept only recently introduced into the Pakistani market – aimed to bring something different to the market – promoting high quality fresh and hygienic meat and introduce their marinated line into the market.

Our insight:

Setting in motion MeatOne’s vision, Jump Activations masterfully planned a mini meat shop activity at Park Towers, with a live cooking, 15% discount coupon,Butcher blocand wet sampling to increase the customer’s involvement and added live radio coverage as a cherry on top to increase the foot fall at the mall.

The Activation:

With the idea of bringing the flagship Meat One store to Park Towers and offering customers the real taste of fresh, hygienic and halal meat, Jump Activation’s formed a peripheral Meat One shop at the atrium of the mall, including all the accessories, butcher-bloc, display tables, live butchering and an additional live cooking show with the famous Chefs from Marriott, allowing the customer no margin of disappointment and a free trial before buying the product was an added icing on the cake with branding all around the mall, literally transforming the Park Towers Mall into the Meat One Mall. Live cooking at the stall fascinated hundreds of meat loving customers, giving them a taste of what Meat One has to offer.
Aiming to increase footfall in the mall as Jump Activations complementary intention for the mall and attain maximum outcome for Meat One, extraordinary preparations for entertainment were made.Mall goers and obviously free wet sampling of Meat One’s delicious marinated line, thus attaining main objective to create awareness of the brand in its intended target market, and to encourage customers to visit Meat One’s Shamsheer branch through 15% free discount coupons to all the meat lovers where they could simply take the coupon and avail the discount on all marinated products. To further legitimize the feedback and increase the customer’s involvement, part of the coupon was to be filled in with contact details of the customers and entering them into a lucky draw, which could win them a fantastic prize, with complements from Meat One. Besides this amazing offer, customers were given 15% discount at the peripheral Meat One shop at Park Towers. Our customer relationship officers upped the beat, by interacting with customers, making announcements broadly perceived around the mall, taking interviews and feedback on the taste of the marinated line. Live radio coverage on FM91 was another cherry on top of the icing that encouraged radio listeners to visit Park Towers and increase the footfall in the coming days leaving a brass track image of the brand keeping it equally beneficial for the mall.

Jump to the conclusion:

3 days out of the 6, living cooking at the stall attracted hundreds of meat loving customers, giving them a taste of what Meat One offers. Who would love free food, especially from MEATONE! Our well trained customer relationship officers upped the beat, with interaction with customers, announcements on that could be heard around the mall, taking interviews of different people, getting feedback on the taste of the marinated line. There was live radio coverage on fm 91 that encourage outsiders to visit Park Towers and increased the footfall in the coming days. A total of 6 of intense interaction with customers and fun came to an end on the Sunday before BakraEid.

PROJECT DETAILS

  • CLIENT: Meatone
  • TASK: Shop activity at Park Towers
  • DATE: 2011
  • Brief: A high end meat shop – a concept only recently introduced into the Pakistani market – aimed to bring something different to the market – promoting high quality fresh and hygienic meat and introduce their marinated line into the market.

OTHER EVENTS

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