When Carroten needed to drive product trial and brand awareness during peak summer season, they deployed a multi-format campaign combining advertising scooters with promotional staff for maximum impact. The strategic beach-targeted campaign successfully delivered skincare samples directly to target consumers, demonstrating the power of scooter advertising layered with experiential marketing for product launches.
The Challenge
Carroten faced the challenge of reaching sun-conscious consumers at the moment of skincare need during summer. They needed an advertising solution that could:
- Target beach areas during peak sun exposure periods
- Deliver product samples directly to target consumers
- Create brand visibility in high-traffic coastal locations
- Combine awareness and trial in a single campaign
- Maximize engagement with sun-care product users
The Solution: Multi-Format Beach Marketing Campaign
Carroten partnered with STT Advertising to deploy advertising scooters layered with promotional staff in beach areas, creating a comprehensive sampling and awareness campaign.
Campaign Highlights
Strategic Beach Area Targeting The three-panel illuminated advertising scooters focused on high-traffic coastal locations during peak beach periods:
- Beach Promenades: Coastal walking paths with high pedestrian traffic
- Beach Access Points: Entry areas capturing beachgoers arriving and departing
- Beachfront Cafes: Popular dining areas with extended dwell time
- Coastal Car Parks: Parking areas capturing beachgoers before beach visits
- Boardwalks: Popular coastal recreational areas with families and tourists
Layered Multi-Format Approach Carroten deployed a comprehensive multi-touchpoint strategy:
– Advertising Scooters: Three-panel illuminated displays creating brand visibility and awareness
– Promotional Staff: Brand ambassadors distributing product samples and engaging consumers
– Coordinated Coverage: Scooters and staff operating in tandem for maximum impact
– Sample Distribution: Direct product trial opportunities at point of need
– Brand Engagement: Staff providing product information and skincare advice
Peak Sun Period Coverage Scooter advertising and promotional staff operated during optimal beach periods—mid-morning through late afternoon (10am-5pm)—when sun exposure and skincare awareness are highest.
Multi-Location Campaign Coverage The campaign rotated through multiple popular beach destinations, building cumulative brand awareness and product trial across coastal areas throughout the summer season.
Campaign Performance Tracking STT Advertising provided route documentation, daily photography, estimated pedestrian impressions, and Carroten tracked sample distribution and consumer engagement to measure campaign effectiveness.
Why Scooters Fit This Beach Campaign
Sun care is a product people need to buy right when they’re already at the beach — not something they’ll remember to pick up later. That’s the gap scooters closed here: they can move along promenades and boardwalks that a mobile billboard truck simply can’t reach, putting the brand in front of sunbathers exactly where the promotional staff were sampling product. The scooter created visibility around the sampling activity; the staff converted that visibility into a trial. Neither would have worked as well alone — the scooters kept the brand visible even when staff were mid-conversation with one group, and the staff gave the visibility a reason to matter.
Get Started
Sampling campaigns live or die on foot traffic and timing — get either wrong and the product never reaches the right hands. STT’s routes are built around exactly that: where your audience already is, at the moment they’re most receptive.
Planning a sampling or activation campaign? Call 1300 289 788 to talk through locations and timing with STT.
—
STT Advertising provides innovative mobile outdoor advertising solutions across Australia. With location-specific targeting, multi-format integration capability, and experiential marketing expertise, we help brands drive product trial and achieve measurable consumer engagement.