Danone wanted to increase the reputation of their Oikos yogurt brand within a targeted demographic. VIBRANT was asked to build ‘brand love’ by recruiting new consumers, (or, healthy indulgers) and promote product consumption.
VIBRANT created the Oikos SnackMobile, a canteen truck offering free Oikos products in exchange for a smile. The idea was to strengthen current consumer loyalty and increase brand appreciation by giving Canadians the chance to try Greek Oikos yogurts at events across the country. The campaign encouraged consumers to share their appreciation through a selfie station representing a spoon and a giant Oikos container.
During the three years of activation across the country, (more than 250 days in total) the campaign achieved more than 3.8 million impressions. Overall, more than 550,000 memorable conversations with consumers were had and more than 480,000 Oikos yogurt samples were distributed.