To answer this question, BRAINBOX decided to meet consumers right where they were. Rather than spreading the word only to those already frequenting Safeway, we realized that the brand needed to make a marketing splash in an entirely new way. Our approach: make home delivery exciting. After extensive research, we landed on San Francisco’s Financial District as one of the highest traffic areas in which an large, and relatively unexposed audience, could be reached.
But we still needed a final element; Safeway needed to distinguish itself among grocery stores, and we needed to distinguish our team on crowded city streets. How did we stand out?
Our team hit the streets wearing Superman capes and Clark Kent glasses—emphasizing Safeway.com’s ability to “come to the rescue.” Our team distributed branded water bottles and pads of paper with coupons to thousands of consumers, engaging them in dialogue about Safeway.com’s online services. Extensive logistical coordination with city officials and energetic facilitation by the BRAINBOX team made the mobilization an enormous success.
Word of mouth buzz spread throughout the four day event, with passersby exclaiming that they had “seen our team everywhere this week.” Nearly 37,000 people were personally reached in four days, with a potential word-of-mouth reach of up to 552,120 people.