Back to WorksSampling Activation
The van project / Road Show
SPC, on behalf of BEL, implemented a fully integrated experiential campaign for La Vache Qui Rit (LVQR) with the objective of boosting brand awareness, strengthening product preference, and directly increasing sales.
The activation took place across Northern and Southern Greece, combining outdoor experiential spots with a strong in-store presence in key retailers.
At the core of the campaign was a premium Road Show designed to bring the refreshed LVQR brand experience to multiple cities. The custom branded van served as the mobile hub of the activation, accompanied by dedicated promo staff in themed outfits, flag banners, and all visual elements required to create standout visibility. At each experiential spot, consumers had the opportunity to sample products, engage with interactive games such as the “Wheel of Fortune,” and win themed giveaways, reinforcing both the experiential impact and the emotional connection with the brand.
In parallel, targeted in-store activations were executed within the largest retailer in Northern Greece, staffed by trained promoters who offered tastings, product information, and direct purchase guidance. The synergy between the outdoor activation and the in-store promotion effectively increased sampling volumes and strengthened conversion at the point of sale.
The campaign concluded with high participation levels and a notable uplift in product preference, demonstrating the value of experiential strategies as a powerful tool for brand engagement. Through this project, SPC reaffirmed its capability to design and deliver impactful activations that connect brands with their audiences in a meaningful and interactive way.
