Wunderman Thompson / Prism
KRU Live was appointed by British American Tobacco (BAT) to provide comprehensive support for their brands VUSE and VELO during their nine-month tour of festivals, nightclubs, and high-profile events across the UK. The campaign aimed to offer in-person consultations and samples to existing nicotine users, with the goal of increasing BAT's database and brand awareness. KRU Live was to be responsible for end-to-end management, including fulfilment and logistics management, as well as real-time reporting to ensure seamless execution of the campaign.
KRU Live provided a team of trained Event Managers (EMs) and Brand Ambassadors (BAs) who created interactive and highly creative sets to immerse guests in the brand experience. Games, giveaways, and discount vouchers were used to further engage participants and drive them to retail. A BAT x KRU training program and weekly discussion sessions were conducted to ensure seamless execution and real-time reporting.
The campaign conducted by KRU Live for British American Tobacco (BAT) brands VUSE and VELO yielded impressive outcomes, including:
- Over 200,000 samples and vouchers distributed in person, allowing for direct engagement with existing nicotine users.
- More than 500 live events successfully executed, providing ample opportunities for brand immersion.
- A total of 3,105 staffing days dedicated to the campaign across a span of nine months, ensuring seamless operations and staffing support throughout the tour.
- A remarkable 'Opt In' rate of over 90%, indicating high levels of customer engagement and interest in future communications from the brand.