Brief:

For the wonderful Despicable Me 2 release IMS devised a variety of winning options for Universal to present to their brand partners. IMS worked with leading banana brand Chiquita, the perfect choice as the Minions love bananas! IMS tailored a luxury trip to Bermuda to incorporate the tropical Minion Island in Despicable Me 2 and bananas were a key component of the prize experience.

Solution:

Winners were whisked away to embark on a private glass-bottomed kayak tour of the stunning Bermuda coastline. The families enjoyed the stunning coral reefs as they followed the banana clues placed under the water, with the scavenger hunt culminating in a cupcake party on a private island for a truly unique winner experience. This took a great degree of planning, seamless liaison between numerous local suppliers and of course IMS’ special brand of imagination. The end result was a successful European-wide promotion and a host of happy winners.

Results:

This two month pan-European promotion generated 268% uplift in sales. This campaign was so successful that Chiquita is working with IMS on the next campaign.

Quote:

“We would like to thank IMS and Chiquita for a great holiday in Bermuda!!!

For 6 days we felt like a King. The hotel was awesome and they treated us very well.

The arranged day-trip was so cool. We ate cup-cakes on the boat, they sailed us around and we tried stand up paddling while sea turtles were swimming under our boards. We snorkelled a lot. The underwater life was beautiful. We made a scooter-trip and rented a motorboat and of course relaxed!! Thanks again! This is a once in a lifetime experience and we are very grateful to be winners of the Chiquita-prize” Harm, Ellen, Peter & Sandra, Finland