Campaign - THE SWEETEST COLLECTION

How to start a true hype among youngsters - with a mobile revival of the good old Panini album.

Company
12Snap - A NeoMedia Technologies Company (neom.com).

Goals
Develop an innovative mass-market loyalty campaign for Ferrero’s premium brands duplo & hanuta. Use an innovative mechanism that attracts young adults and creates a collecting effect to generate repeat purchases.

Idea
Develop a modern version of the Panini collector’s album using the youngster’s favourite medium, the mobile phone. Consumers found instructions on how to download the album, an innovative Java application, on hanuta & duplo multi packs. After starting it, unique codes from the products could easily be entered. Users could redeem mobile specials derived from the blockbuster hit “Madagascar” with each code. An overview of all 50 different kinds of mobile specials - from wallpapers and ringtones to games – kept consumers up to date. “What am I still missing in my gallery?” became a real talk-about – and started the collecting fever.

Results
An incredible 9% response rate and 850.000 participations in only 15 weeks. 30% of all participants entered a series of codes during the promotion; the most active participant even entered 62 codes!




About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: PaperClick (www.PaperClick.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), Sponge (www.spongegroup.com) and HipCricket (www.hipcricket.com).<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />