In March 2017, G2000 once again took to the roads with our 15-footer truck for their highly effective “The Pursuit is on” campaign. Recognising that traditional retail channels and consumer touchpoints have changed, but understanding our senses are still the key to purchasing decisions – the agency involved ideated a unique strategy to enhance product sampling of G2000 workwear to youth.

Knowing that it would be difficult to incentivise busy youth to visit retail stores, the agency made use of our mobile solutions so that G2000 could take their brand directly to the customer. Using our 15-footer mobile event truck, which comes with air-conditioning and basic lighting an irresistible offer was created.

Over 2-weeks, our mobile event truck visited local universities, including NTU, NUS, and SIM where audiences were offered a free mini-makeover with event partner, L’Oréal Paris. They were then styled with G2000 blazers so that they could receive a free CV photo while looking and feeling like a high-powered executive.

The agency involved also ideated a reward-strategy to boost social media activity and maximise brand awareness. Audiences were encouraged to let their hair down and take fun photos which were converted into a GIF. By posting on social media with the G2000 campaign hashtag, audiences had the opportunity to win the ultimate graduation trip for 4 friends with Singapore Airlines.

This highly successful campaign improved brand awareness and positioning for G2000 and contributed to a rise in sales. It demonstrates that unique on-ground activations can help brands cut through the clutter of today’s digital world – as we say, if content is king then engagement is queen.

Unicom Marketing