With the Actimel, #StayStrong, campaign we had to reposition the brand with a new global platform around ‘positive resilience’ to a younger, more upmarket audience.
Building on the core USP of the product, immunity resilience, we identified that one of the key problems around the brand was the fact that it wasn’t visible enough.
Emphasizing their product as a daily, morning habit, 20 branded taxis were out in force in London, Birmingham, Glasgow, Edinburgh, Liverpool & Manchester.
Offering little bursts of positivity and resilience to consumers in their moments of need; Actimel utilised these taxis to surprise and delight the public with a free taxi during their morning commute on 13th April 2016.
Ranking up at key mainline stations at 7am, the taxis were hailed by eager commuters as usual.
However at the end of their trip, the drivers surprised their passengers by stating:
“To help you stay strong, Actimel are offering you this journey free of charge”
The taxis in London were also armed with a selection of Actimel bottles to distribute to their passengers alongside leaflets to share the brands message.
The kind gesture made consumers associate a positive experience with the brand & many turned to social media to share their experience.
The drivers feedback included:
“I’ve got some great reactions from my passengers, with many of them saying they will go and purchase some Actimel!”
“I just took a lady to visit her husband in hospital. She lives in Aberdeen and is making a long trip so the free ride really made her day”
“The free rides have been running really smoothly – its nice to make your passengers feel special!”