M&C Saatchi Shop has launched Send Me a Sample, a new voice-based product trial platform, with Diageo as launch partner who will use the platform to drive trial of their newly launched Baileys Almande variant.
Aiming to close the gap between offline brand communications – such as TV, print, and out-of-home advertising – and their digital call-to-action, consumers in the UK and USA can request a free product sample by simply asking Alexa or Google to “send me a sample”.
First launched on September 5, the campaign has proved hugely popular, with 75 percent of available Baileys Almande samples being redeemed in just 48 hours of launching and ten samples being redeemed per minute at its busiest time.
“Send Me a Sample allows us to drive trial in an exciting new way to the millions of homes in the UK now using voice speakers – a hugely relevant channel for our target consumers,” said Janice Dingley, Senior Brand Manager for Baileys.
The service is currently available to all Amazon Alexa and Google Assistant users in the UK only.
Voice technology is fast becoming a ubiquitous tool in the home and on mobile. In the UK, 10 percent of households already own a voice-activated device – and by 2020, it is anticipated that this will rise to 48 per cent.
Benni Lickfett, Head of Technology and Innovation, Europe at Diageo said: “Voice search and conversational commerce more generally offers us an incredible opportunity. At Diageo we are always looking to develop closer relationships with our customers and the Send Me A Sample platform helps us build these relationships while also enabling a great number of individuals to sample our brands.”
To ensure that no one under the legal drinking age is able to purchase a sample of Baileys Almande, Send Me a Sample requires six steps of age verification, including multiple prompts through the Voice interaction as well as age verification upon delivery.