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Field Marketing: Phiz gets the green light from Grolsch
Phiz, the new field-marketing agency launched last year by RPM, has been appointed by Coors Brewers to undertake a major field marketing campaign for Grolsch.
The campaign, commencing in the first quarter of 2007, will see Green Light Districts (GLD) in London, Brighton, Leeds and Manchester. It is envisaged that every participating city will see three waves of activity in 2007 with each GLD lasting a duration of three weeks.
The activity is themed to tie in Grolsch's marketing campaign of the same name. The creative concept centres around a glowing green light bulb that has the iconic Grolsch swingtop bottle as the filament. The live extension of the campaign will see up to 40 high-end bars in each GLD bathed in green lighting both inside and outside to highlight the Green Light District.
Phiz's field marketing campaign consists of 5 full-time Grolsch brand ambassadors who will deliver training and coordinate all on-trade promotional activity. This will be complemented by a nationwide mystery shopping campaign that will assist in driving bar staff/manager recommendation of the brand. Finally, Phiz will operate Grolsch's Dutch barge in key canals within participating cities as both a fully equipped bar staff training centre and as a key focal point for the brand.
Phiz director, Simon Couch, says: "The Phiz 360 degree field-coordination provides an integrated approach that dovetails seamlessly with all other aspects of the campaign. Furthermore, our emphasis on providing a complete evaluation process involving quantitative trade information as well as in-depth consumer research should prove invaluable in gauging the overall success of the campaign live in the field."
Neale Lewis, Customer Marketing director for Grolsch UK, says: "Our aim is clear; we have ambitious plans for Grolsch and we want to inspire our customers to share our vision for embracing a Dutch style Continental drinking culture in order to build the brand. Phiz's contribution to this campaign is vital with a specific focus on executing the plan brilliantly within the market, ultimately giving both our customer and consumers a great brand experience".
21 March 2007