Electrolux Cooking – Live in store demonstrations

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Street stunts were executed in high foot traffic locations with a street team of brand ambassadors in Melbourne and Sydney’s CBD district during the day, leveraging a Paco Robanne 1 Million branded hummer to shuttle shoppers from A-to-B with tactical guerrilla activity at night visiting exclusive bars, clubs and concerts.
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16,720 interactions
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Jordans, offers shoppers something in between mainstream cereals and more health-focused mueslis originating from Bedfordshire English, engaged MEA to create a sampling campaign to drive mass awareness and trial.
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\n    
Nationwide in-store sampling campaign 
\n    
Nationwide mass sampling campaign at in-mall, sporting and community events 
\n    
Discount coupon offer Brand promotion with select retailers
\n
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To recruit new shoppers for Jordans, drive trial among target audience and awareness by communicating the brand positioning of ‘delicious by nature’. 
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\n    
In-store Sampling 60,000K serves of Jordans 
\n    
Brand Promotion 29% redemption in-store 
\n    
Mass Sampling 80,000K serves of Jordans 
\n
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MEA in 2008 was tasked with the creation & launch of Electrolux’s national live in store Chef Demo program across its name sake cooking brand & to build awareness and grow its high end AEG range. The program is designed to bring to life the features and benefits of its induction cook top and steam oven range in selected retailers nationally through live cooking demo’s to a select audience of pre & post purchase customers. 
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Our tailored recruitment, client training & deployment of highly sought after Chefs with gusto, has seen this program grow year on year with more retailers joining six monthly due to the success of the demo program. It has resulted in both brands showing well above incremental growth due to the regular activity of the chef program in the participating stores.
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MEA, already renowned for its expertise in matching the right faces to brands, was & still is tasked to recruit a high end team of Chefs nationally with a proven track record in cookery, menu creation & delivery of great food as a priority. They also have to possess the gift of the gab to be able present to an audience of pre & post purchase customers within the retailer space to either get them to then go on to buy with confidence, or be able to then go home to use their new appliances already purchased, with greater ease & knowledge within their own kitchens.
",
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\n    
To date, the program has grown year on year and still thrives. It is earmarked as one of the companies key Marketing initiatives due to the success\n        it drives at store level
\n    
The chef team has increased by 25% over the last 3 years due to increasing retailer requests to be involved & growth in the program
\n    
Both retailers and the Electrolux account managers nationally have reported a direct link between the chef program and brand growth in participating\n        retailers
\n    
Due to the creative, brand and sales mix of the program, the chef attrition rate is extremely low, with chefs on average remaining a part of the program\n        for a 3-4 year period on average
\n
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Optus, the No. 2 Telco in the Australian market behind Telstra, was readying itself for the Samsung Galaxy GS4 launch. MEA was engaged to manage all aspects end to end of this very crucial launch in the top 20 performing retail stores nationally on the same day & time.
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MEA was tasked to devise a strategy to giveaway Qantas Frequent Flyer Points as well as a Special VIP gift to all OPTUS customers upon purchasing the new\n    handset on the day. MEA ensured this would be achieved by the deployment of a disruptive ambassador team dressed as OPTUS flight attendants. MEA manage\n    the event, nationally, inclusive of:
\n
\n    
Liaising with Optus Store Managers & FBE’S
\n    
Applying for & booking permits
\n    
Managing eventing suppliers nationally
\n    
Creative concept development of event collateral & VIP hamper
\n    
Supply and training of staff for all 10 key stores
\n    
Logistics management
\n    
Uniforms
\n
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With the key objective to strengthen the relationship between Optus & its customers and to set it apart from all other Telco and retail competitors on the day of launch.   
",
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Nikon, one of the world’s leading manufacturers of professional photography equipment, engaged MEA in 2010 to launch Nikon School Australia, following the success of the Nikon School platform in various overseas markets. 
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With an eye for detail, an overt passion for digital imaging, education and a knowhow of delivering excellence in the customer facing arena, MEA has worked\n    with internal stakeholders at Nikon Australia that has seen growth year on year with a minimal, if any marketing budget, being achieved . The customer\n    journey and experience is constantly reviewed to ensure that every single enquiry & new enrolment is treated as a VIP, and then managed accordingly\n    to drive repeat visits wherever possible. 
",
      "Year": "",
      "Category": "Brand Experience & Customer Education Program  ",
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      "The Brief": "
Nikon Australia engaged MEA in 2010 to launch Nikon School Australia. In a competitive market, MEA developed a unique and financial viable ‘end-to-end’\n    business model to engage and manage;
\n
\n    
Business model
\n    
Customer experience
\n    
Sales and pricing strategy
\n    
Development of course curriculum and content
\n    
Recruitment and employment of lectures & class hosts
\n    
Nationwide venue, production and logistics
\n    
Content marketing and acquisition
\n    
Financial and P&L accountability
\n    
Ongoing review of School to remain best in class
\n
\n
Our role was to source all venues and catering, employ lecturers & hosts, manage the class enrolment process and full post class reporting. With heavy\n    competition from the likes of Sony and Canon, along with a mass of owner operator photography schools, Nikon School allows Nikon to give their consumers\n    the full CRM experience.
",
      "The Impact": "
\n    
Nikon School has seen a 15% increase in courses being run year on year
\n    
2016 saw the largest number of classes being run, well over 60 classes across the Intro & Intermediate to DSLR & Specialist Courses being run\n        nationally – making Australia the number market globally for Nikon School 
\n    
Each class has on average 12-15 students per class with 30% of those coming back to enrol in a second course
\n    
School was designed to be all about experience & education, running off a low cost base and to meet a cost neutral bottom line. It has met its\n        target for the last 3 years 
\n
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MEA has established itself for over 20 + years as the recruitment solution of Casual Beauty Advisors to the Luxury, Mass Cosmetics and Beauty industry\n    across department store, speciality, travel retail, pharmacy and grocery sector.
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Our tailored recruitment, training & deployment of highly sought after sales agents, on as little as an hour’s notice, has made us the go to agency\n        for highly trained beauty advisors for all temporary & semi permanent in store & pop-up kiosk labour hire needs.
\n",
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The beauty brands & retailers directly seek out MEA’s specialised service nationally on a daily basis for the provision of beauty advisors across fragrance,\n    skin & colour categories.
",
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\n    
Providing Beauty Sales Advisors who are certified, highly product trained & customer service centric
\n    
Providing Beauty Sales Advisors who understand that their own appearance & grooming can sing as loud, if not louder than what they say & do
\n    
Providing Beauty Sales Advisors who understand that its all about “customer loyalty” & not the one off sale
\n    
Providing Beauty Sales Advisors who understand that by selling on knowledge & passion, equates to multi product purchase
\n    
Providing Beauty Sales Advisors, who today are multi lingual, target driven, are passionate about beauty & view their time with MEA as a career\n        move and not just as a transient stop
\n
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The Hahn brewers after six years of thirsty work nailed this breakthrough full-flavoured beer that’s just 0.2 standard drinks per bottle! Hahn’s BTL agency\n    engaged MEA to develop a mass sampling and trial campaign to reach the target audience and drive to purchase on and off premise.
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      "name": "2. Hahn Ultra – National Trial & Education Launch",
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",
      "Year": "",
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      "The Brief": "
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",
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\n    
Activated 6-8 weeks between APRIL – JUNE 2016 
\n    
6 in mall Shopping centres sessions ran between Wed – Fri 11am to closing
\n    
50 office foyers in 4 cities ran POP UP bars from midday to 6pm Wed & Thurs only 
\n    
6 football games were activated during pre game kick off only on Thurs to Saturday game nights 
\n    
 120,000 adult consumers were trialled and educated on the HAHN UTLRA product.,
\n    
25% of these same consumers went on to trial a full size bottle within the licensed zones and enjoy the new HAHN ULTRA 
\n
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Dr Oetker, internationally known for outstanding taste, the highest of quality and a guarantee of perfect results every time, engaged MEA to create a nationwide cupcake workshop.
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A nationwide cupcake decorating roadshow and tour was created across Westfield Shopping Centre’s. Shoppers were offered a pre-baked mini cupcake, vanilla or chocolate, and participated in a workshop to experience how simple it is to create beautifully decorated cupcakes at home, for the family to enjoy.
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      "The Brief": "
To increase the popularity of the Dr. Oetker brand, by engaging families to trial products and drive excitement with the baking category.
",
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\n    
18,000 cupcakes decorated
\n    
Average dwell time per shopper 15 minutes
\n    
Total reach 100,000
\n
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