November 15, 2005
Brand: ALGIDA <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />
Company: Aerodeon Turkey
Campaign: WHERE WOULD YOU LIKE TO BE WITH MAGNUM?
With the beginning of summer season, competition in ice-cream market has risen tremendously. Algida, wanting to differentiate its Magnum brand from competition, decided to run a mobile marketing campaign which none of the competitors has ever done before.
The main theme of the campaign was “Where would you like to be with Magnum?” Magnum offered its consumers to make a selection among <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Venice, Miami, Dubai or Maldives, and to text in the unique code that was written on the Magnum sticks. The reply texts were customized according to the location chosen by the consumer. The overall winner took a one-week/two-people trip to the location of their choice. In addition to the big prize, there were also instant win prizes on the sticks such as free Winners. With this campaign Aerodeon Turkey and Algida Turkey have brought life to a new implementation regarding the on-pack unique code system. Algida printed the unique codes on the ice-cream sticks for a campaign instead of the packaging, for the first time.
The campaign has generated much more attention than expected both among consumers and Turkish press. And, by real-time reporting system Algida acquired a wide database as well as ice-cream consumption habits of its consumers.