Danone Ultimate yoghurt was re-launching with new, improved formula; new variants; refreshed packaging and a re-positioning as the ‘ultimate’ yoghurt.  We need to make a bang at launch, engaging females 25-55, delivering mass yet premium trial and converting to immediate retail sales across both Coles and WW stores. 

Extravert created the Ultimate roadshow experience including complimentary massages, relaxation zones with personalised playlists, and a choice of Ultimate yoghurts served up amongst a luscious, Balinese themed garden with water features.    

Shoppers were encouraged to share their Ultimate moment #danoneultimatemoment for a chance to win one of 10 Red Balloon ultimate experience vouchers.   

The activation launched with an extensive demographically and geo-targeted online campaign to both deliver mass awareness of the product and drive local audiences to visit the experience.   

We ensured sales conversion with a generous GWP redeemed at the experience post purchase plus 200 in-store sampling sessions nationally.  Finally, to tap into the afternoon snacking occasion we delivered ultimate afternoon snack packs to offices with a high percentage of our target audience, encouraging them to take 5 and enjoy plus share their #danoneultimatemoment