Thrive was briefed to devise an experiential campaign to re-launch Fly Buys and encourage awareness of the My5 program and activate consumers to register online, their top five Coles products.
In the spirit of ‘political activism’, Thrive took some colourful Coles supermarket products to the streets of Melbourne and brought them to life, campaigning to get consumers to “Pick Me” as their favourites.
In a mock political trial, five giant products competed for votes, appealing for members of the public to “Pick Me”. Several promotional staff wore My5 branding, held placards and distributed stickers and product samples generating on the street buzz and consumer enthusiasm.
An innovative and high-impact seeding program was implemented with an airhostess and pilot delivering My5 packages to key media. Influencers were also targeted and received personalised My5 packages. Positive endorsement was received by a number of high profile celebrities, including the team from ‘The Project’.
The My5 campaign scored overwhelmingly well at the polls, with approximately 5,000 people engaged one-to-one with the program and Coles brand at five different locations on one day. Over 1,500 product samples were distributed and 5,000 stickers that directed people to the My5 website. Social media was effectively used as a platform to share images of the My5 street activity through Coles’ online platforms and to reach broader audiences nationally.