Freshers is a busy time on campus.
So how did we make sure students knew about Co-op’s 10% student discount? By taking the shop to them.
The brief.
Let as many students as possible know that they have a 10% discount at all Co-op food shops.
What we did.
The crate: We took a pop-up shop to high footfall locations around our target campuses, and handed out bags of food and merch and discount vouchers, taking the opportunity to talk to students about the 10% discount. We also introduced a wheel of fortune game.
The container: We invited students to throw darts, pop balloons, and win discounts and prizes of Co-op food and branded merchandise. And after they had done that, we congratulated them on their aim and told them about their discount.
The look: Completely Co-op, with the distinctive bright blue playing off the wood of the crates and the clean grey of the container. Both installations were visually striking against the grey autumn skies of freshers’ week.
The results.
Everybody loved the water bottles. Everybody loved the chopping boards. And everybody, it turned out, loved the Co-op. We reached an estimated 15,000 students across 15 universities, gave out more than 5,000 vouchers, and got great feedback on the merch, the brand, and the engagement. And even in the strange circumstances of the pandemic, we had students queueing up at every university to pop balloons, spin the wheel, and hear the good news about cheaper groceries.
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