Unilever Unleashes Degree Urban Vehicle of the Future - Event Marketer

Unilever Unleashes Degree Urban Vehicle of the Future

DB_Gold_Unilever_2009 Ex
Brand: UNILEVER
Agency: STAGE ACTIVE BRAND MARKETING TURTLE TRANSIT
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2009

To reinforce the message that Degree Absolute Protection products are like nothing else out there, Unilever traveled to 17 cities in a vehicle designed to look futuristic.

Targeting teenage to middle-aged males, the tour, dubbed the Degree Urban Vehicle of the Future Tour, made stops at Major League Baseball stadiums, entertainment districts and community events. The tour showcased the highest quality electronics, including a 42-inch plasma screen TV (showing clips of the new Sci-fi Channel series “Eureka”) that rose from the roof of the vehicle, another 42-inch plasma screen mounted onto the rear of the vehicle and a top-notch sound system and Guitar Hero video game.

Consumers who approached the vehicle were greeted by brand ambassadors wearing lab coats and handing out free samples and premiums. As the vehicle began its transformation, a futuristic soundtrack complete with warning sirens and strobe lights lured in crowds. Free samples of Degree products and a “Eureka” summer catalog and DVD were handed out, too.

More than 65,000 samples and 30,000 drive-to-store coupons were distributed.

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