Launch of PoGo
Challenge
To promote the new PoGo instant printer within a target audience of teen consumers. As the only mobile printer that enables printing directly from a Bluetooth-enabled mobile phone or PictBridge-compatible digital camera, the PoGo instant digital printer is an ideal choice for generation Y consumers, whom Polaroid sought to reach via a series of targeted promotional activities.
Solution
Our response to the brief was to position the PoGo printer at four summer concerts, chosen for their relevance to the target consumer group. The concerts included 'T4 on the Beach' in Weston-Super-Mare, 'Girls Aloud' in Peterborough and Hastings and 'Party in the Park' in Leeds. With a high attendance of teenagers they were an ideal platform for getting the PoGo into the hands of potential consumers, boosting sales and increasing brand awareness. The events would also provide an opportunity to gather valuable reactions and feedback data to drive future marketing insight and activities.
Result
The promotional activities conceived and delivered by Channel Advantage on behalf of Polaroid achieved all project objectives and delivered a significant set of measurable results:
- 2,065 demonstrations completed – i.e. the number of opportunities to view a demonstration
- 4,689 impressions delivered – i.e. the total number of people to witness a demo
- 26.5% likelihood of ultimately purchasing a PoGo – i.e. an indicator of propensity to purchase as a result of demo
