Fonterra Free Milk for Schools Launch Programme
Fonterra decided to launch a programme offering free milk to school children throughout New Zealand, so ensuring that all our children had the opportunity to get all the vitamins and minerals they need from a daily carton of milk. A launch campaign was devised that included several regional launches heralding the programme being rolled out across each region. FUSE and Fonterra engaged the team at Brandstand to design and build its custom-made launch solution.
Each launch took place in a school hall, so the venue size changed all the time. Fonterra needed a solution that changed any sized hall into a Fonterra branded space with elements that would appeal to a wide audience, including school kids, shareholders, politicians, community stakeholders and of course the nation's media. As the launch programme was nationwide any solution needed to be easily transportable and ultimately flexible - something Brandstand knows a lot about!
Brandstand spent many hours working with the client and agency teams, designing, refining and agreeing on the content of the kit. It had to be just right, given the diverse and often critical audience. To ensure transportability we used a fabric solution which was lightweight and easy to set up quickly. Using fabric meant we could take control of our environment and brand it throughout, whatever the size, simply by adding or removing panels depending on the room size. We included branded tables and walls with cutouts to deliver increased engagement, as well as educational elements throughout all the graphics. A quiz for all kids ensured they walked around our displays gathering information and learned more about the goodness of milk.
Knowing each launch would attract media coverage we ensured that we provided quiet areas for interviews, plus a branded stage area for speeches.
The kit was used for six launch events around the country, transported easily with a single minibus. At each event, an installation team fo three could set up and dismantle the kit in four hours, an important consideration as we had limited time available in each school hall.
“This was a difficult brief for a high profile client and an even higher profile campaign. The solution needed to look good, be flexible, be quick to set up and strong enough to survive 1200 kids running around it. I knew Brandstand would meet the challenge head-on and deliver a perfect solution. As usual, they didn't disappoint. ”Jason Willis, General Manager, FUSE
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