Monday, April 07, 2008

Tabasco "Hot stops"

Their brief was to raise awareness of Tabasco as the generic hot sause. Research showed that most of their target audience relies on public transport. Their solution was to create a winter-based ambient campaign designed specifically for the commuter market and combined with the USP of Tabasco's legendary heat. They indentified key commuter locations and then they created a serie of heated bus shelters featuring Tabasco branding and powered by small generators built into the back of each bus shelter. By making Tabasco an integral part of consumer experience and providing a free and useful service, not only did they communicate Tabasco's direct benefit of heat, but they also created an immediately positive association with the brand. In addition to commuters, hundreds of drivers going past were also exposed to the work. Responce measures showed 91% brand recollection amongst people who had just seen the bus-shelters and they featured in the local press. As part of a wider campaign, and together with a competitive price drop, the piece helped to raise quarterly sales of the standard 60ml Tabasco bottle by 13%.

Agency: Ogilvy Johannesburg, South Africa.