The story in brief
Cocio took its chocolate milk to The Luna Cinema's open-air screenings around the UK. Our sampling teams worked ten sites, from London to Yorkshire, across 70 shifts, with one Event Manager touring every event.
- Client
- Cocio
- Sector
- Dairy drinks
- Format
- Open-air cinema sampling roadshow
- City
- 10 UK sites
- Venue
- The Luna Cinema open-air screenings
- Staff type
- Product sampling staff, Event managers
01
The brief
Cocio wanted guests at The Luna Cinema's outdoor movie events to enjoy its chocolate milk while watching a film under the open sky.
The aim was brand visibility across ten high-footfall sites nationwide, from London to Yorkshire, reaching a wide audience of cinema-goers and making sure every guest was offered a sample.
02
What we did
We set up a branded stand at each cinema site as the hub for product sampling, with branded sampling bins and uniforms so Cocio looked the same at every event.
Static staff ran the stand while roaming staff carried branded usherette trays, reaching guests where they sat as well as those who came to the stand. Between the two, the team set out to serve every guest at each screening.
One experienced Event Manager, briefed on the brand, toured all ten events to keep standards and team management consistent from site to site.
03
The team
Each site had its own sampling team, chosen for being confident and good at starting conversations, and briefed to speak to every guest. Over the tour the teams worked 70 shifts across the ten cinemas, run in the field by the same touring roadshow lead.
04
How it ran
- Stand: a branded Cocio stand at every site as the central sampling point.
- Bins and uniforms: branded sampling bins and Cocio uniforms at each event.
- Roaming: usherette trays took Cocio to guests around the screening area.
- Static: staff at the stand served guests as they arrived for the screening.
- Management: the same touring Event Manager and set-up at every event, so Cocio looked and felt the same at all ten cinemas.
Where it ran
10 UK sites
The Luna Cinema open-air screenings, UK-wide
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Planning a sampling roadshow? We will staff every stop on the tour.
Why Executional
- 2007Established
- 6,000+Staff on our books
- 3,000+Clients
- 40UK staffing hubs
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