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Consumer Packaged Goods

Pepsi & Vodafone Ramadan Plenty Campaign )Aerodeon Turkey)
 
Title: Pepsi & Vodafone Ramadan Plenty Campaign
Brands: Pepsi and Vodafone
Category: FMCG
Agency: Aerodeon Turkey
Region: Turkey
Time line: 16.08.2008 – 15.10.2008
 
 
Goal:
The aim was launching a creative and unique promotion campaign that would increase Pepsi’s sales during the end of summer and Ramadan period and Vodafone subscribers’ loyalty via afforded occasions as a part of Vodafone Loyalty Program, while creating word-of-mouth by differentiating with “Stay Online” tool and “Mobile Bank” prize that the campaign would present.
 
Mechanism:
The campaign is developed with a strategy that each participant should win a prize.
 
Participants were asked to text, or enter on a special web page designed for the campaign, the unique code under the Pepsi lids, Pepsi cups that are served with Burger King XL menus,  and pulling tabs to Vodafone 3323. In return, participants won 5 credits/2,5 minutes or 100 credits/50 minutes, as well as 10-20-40 YTL )equivalent to 8-16-32 USD) “Mobile Bank” prizes. Mobile Bank prizes were given away hourly. The first 11 participants of each hour won the prizes. Mobile Bank prize winners draw the amount the won from Garanti Bank ATMs all over the country, by entering the password they received to their mobiles.
 
Besides, other instant win prizes such as 5 units of free SMS and subscription of News Service were delivered throughout the campaign. News Service included 1 month free subscription of news about the most popular 4 football teams in Turkish League.
 
The “Stay Online” tool was developed to keep high interaction with participants. A question was sent to all participants the day after their first participation. If the participant’s cell phone was open, he/she would receive the question, if not the participant would miss the second step of the campiagn, therefore chance to win more credits. If the participant answered the question correctly between, he/she would won extra credits/minutes and Mobile Bank.
 
Results:
The campaign was met by great appreciaton by consumers with 7.3 million total participation; 5.9 million of this volume is generated during the 1st phase. The campaign was generated 1.7 million  unique participation which is one of the highest participation number in Turkish mobile marketing history. Half of total unique participants responded to daily questions. The campaign met expectations of both Pepsi and Vodafone brands by generating high volume sales and high response rates, with the support of ATL and BTL promotions.
 

Unilever Increases Teen Awareness with Multi-Faceted Mobile Campaign )Nokia)
 
Client: Unilever – Seda Shampoo, Brazil
Sector: Consumer goods, Beauty & personal care
Challenge: Raise awareness of Seda Shampoo among teens in Brazil
Solution: Mobile campaign and customized Nokia 5200 Pink handset
Results: 5% CTR, more than 360,000 visits to mobile site
 
The client – Unilever, Seda Shampoo
Unilever is the multi-national parent company of many of the world’s leading consumer brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people globally.
 
The challenge – Raise awareness of Seda Shampoo among teens in Brazil The Seda brand is part of the Beauty and Hygiene Division of Unilever Brazil. Seda is the leader in the Brazilian shampoo market, with 25% market share. Sold in 80 countries, it even holds the Guinness World Record for the most heads of hair washed and styled in one day. When Seda prepared to release a teen-friendly version of its shampoo, executives discovered that most teens preferred to be communicated with via their mobile handsets. Nokia and interactive agency F.biz created a mobile advertising campaign along with customized handsets for the brand.
 
The solution – Mobile campaign and customized Nokia 5200 Pink handset As part of the Seda Teens product launch, Nokia and F.biz developed a mobile campaign featuring banner advertising on the Nokia Media Network, and wallpaper and game downloads on a customized Nokia 5200 Pink handset. Banner ads led customers to the download page of the Seda Teens Java game and a Seda Teens branded social networking site. The site allowed users to browse beauty and health tips, horoscopes and an “Experts” area where they could submit questions.
 
The 5200 Pink came preloaded with Seda Teens advertisements in the opening and closing screens, four Seda Teens campaign themes and MP3s from a popular Brazilian band. The 5200 Pink was shipped with its bookmarks pointing to the Seda mobile community and a mobile game, Dancing Star, was placed as a free download.
 
The results – 5% CTR, more than 360,000 visits to mobile site
  • 5% average click-through rate
  • More than 360,000 visits to the mobile Internet site in two months, twice the number of visits to the Seda Teens website
  • More than 11,000 game downloads
 
Paula Lopes, Marketing Manager, Unilever
“We are excited to be taking part in this new marketing initiative, allowing us to reach the consumers we want on the device they want. This campaign shows how innovative both Nokia and Unilever are when it comes to reaching consumers.”
 
About Nokia Interactive Advertising
Nokia Interactive Advertising provides brands with all that they need to connect with and engage the mobile consumer. It includes:
  • The Nokia Media Network, which gives reach to millions of mobile consumers through advertising on more than 100 blue-chip mobile publishers, operator partners and Nokia services.
  • Nokia Interactive Solutions that create end-to-end, high performance mobile campaigns for brands using banner ads, mobile Internet sites and location finders, mobile coupons, click-to-call and other advanced mobile mechanics.
 
To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.
 
 
 
 
 

Rexona Weather Service Sponsorship )Aerodeon Turkey)

 
Title: REXONA WEATHER SERVICE SPONSORSHIP
Brand: Rexona
Category: Pharmaceutical/Healthcare
Agency: Aerodeon Turkey
Region: Turkey
Time line: August 2008
 
Summary:
Everyday, 2.000.000 Turkcell subscribers are receiving three day weather forecast report by SMS. Subscribers are receving three day weather forecast of the city they are living in, and this service is free of charge for them.
 
There is a sponsorship area in each weather forecast message. By initiation of Aerodeon, Rexona has taken the advantage of August sponsorship, when the highest temperatures are recorded and people need deodorants in order to prevent sweating.
 
For each week of August, a different sponsorship line such as, “DID YOU USE REXONA DEODORANT TODAY?”, “MAXIMUM PROTECTION WITH REXONA DEODORANT IN THIS HOT WEATHER”, has been placed in the messages.
 
Results:
Each message reached 2 million subscribers, so the total impression was over 60 million per month.
 
 
 
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Title: RUFFLES & LAY’S GIFT FLOW
Brand: Ruffles – Lay’s
Category: Consumer Packaged Goods
Agency: Aerodeon Turkey
Region: Turkey
Time line: 19.05.2008 – 22.08.2008
 
 
Summary:
Launching a creative, unique promotion campaign that would increase sales during the summer period and to create word-of-mouth by differentiating with the “MobileBank” prize that the campaign would present.
 
The campaign is developed with a strategy that each participant should win a prize.
 
Participants were asked to text the unique codes found in the product packages to the campaign’s short code. In return, participants randomly won 10 YTL )equivalent to 8 USD) of “Mobile Bank” prize which they could draw from ATM by entering the code they received to their mobiles. The other effective instant gift of the campaign was Turkcell credits/air time. Participants have the chance to win 8 credits/ 2 minutes. Besides, millions of free products were delivered throughout the campaign.
 
Results:
The campaign was met by great appreciaton by consumers. The redemption rate was reached to 14%. The campaign fully satisfied the brand of generating high volume sales.
 
MMA Case Study: Guinness St. Pat’s )Marvellous)
 
 
The brief
Guinness asked Marvellous to develop a campaign to engage drinkers in the lead up to St. Patrick’s Day 2008, one of the biggest party days of the year for Guinness consumption. The campaign had to have credibility and longevity beyond 17 March to justify investment, and therefore had to be flexible enough to work across several of Guinness’s marketing programmes.
 
Objectives
Guinness wanted to connect with its customers, and get them involved with the brand on a deeper level than straightforward consumption. By providing them with innovative on-brand planning tools and entertainment, the mobile campaign created “talkability” and encouraged fun, interaction and banter in the pub and beyond. Guinness also wanted to use the campaign to promote its new product, Guinness Red, and introduce it to traditional Guinness drinkers and the wider market.
 
Strategy
The Guinness target audience of sport- and style-aware 18-40 year olds is completely at home with mobile technology, and relaxed about sophisticated digital interaction. Their handsets are always on, always with them, and tend to be high end. Consequently, Marvellous proposed a range of Java downloads to deliver cutting edge brand engagement which would live on the phone and be returned to many times.
 
Solution
Marvellous created a mobile destination site, accessed via calls to action in press, radio, online and mobile media. The site was designed to reflect and enhance the brand values of Guinness, and bring these to a new and always-available medium. 
Apart from basic information about Guinness and its products, the site housed several applications, including:
 
Pubfinder – this enables users to identify pubs via LBS, postcode or area look-up. It can also find the nearest St. Pat’s party pub, the nearest one with sports TV, or the nearest one serving Guinness Red. Many pubs are independently reviewed and photographed and this database is being extended all the time. Because the Pubfinder is a java download, the data can be dynamically refreshed on the handset, keeping it up to date and relevant. 
 
119.5 Pub Quiz – a selection of four java quizzes where consumers answer as many questions as possible in 119.5 seconds, the time it takes to pour the perfect pint of Guinness. They could then submit their scores to a national leaderboard, also accessible via Facebook, with great Irish prizes for the top scorer.
Picture Gallery – St. Pat’s party-goers were asked to send in their photos of the celebrations to the special shortcode, 81703.  There they could view their own, their friends’ and a random selection of all photos submitted. Again, the photographs could also be viewed on the Guinness Facebook pages.
 
Results
The results were spectacular for a short-term )2-week) campaign, and far exceeded the KPIs set by the client. More than 30% of the 35,000+ unique users downloaded at least one of the Java applications, with the quizzes proving particularly popular.
The results also proved the effectiveness of clickthrough ads on mobile portals, which delivered fantastic ROI compared to more traditional channels. Research into the effectiveness of the mobile media banners conducted for Vodafone live! by Dynamic Logic showed a 25% lift in mobile ad awareness, 12% lift in brand favourability, and a 9% rise in purchase intent, with a 3% clickthrough rate in certain areas. 
 
Next Steps
Working with Marvellous, Guinness has updated the St. Pat's campaign site into a permanent mobile presence. The site is now promoted in much of their above the line media and Guinness has committed to include mobile in future campaigns.
 

 

Coca-Cola )Electric Agency)
 
Brand: Coca-Cola / ‘BRRR’ Campaign
 
Agency: Electric Agency / Turkey
 
Duration: 4.08.2008 – 31.08.2008
 
GOAL: Last year, Coca-Cola has started its summer slogan ‘BRRR’. With the ‘BRRR’ campaign, Coca-Cola aims to offer something unusual and joyful to the consumer. The fascinating brand Coca-Cola loves different types of campaigns just like the latest ‘BRRR’. Especially in the digital marketing platform, Coca-Cola prefers the most differantiative scenarios.
 
SOLUTION: BRRR, has one of the most innovative scenario and design on the digital platform. The incredible integration of mobile, web and IVR created something ‘new’ and ‘first’. The unique scenario that uses voice decibel module was successfully integrated with the ‘BRRR’ campaign. The aim of the scenario is to create the longest BRRR chain. For creating a BRRR chain the consumer gets an unique code from the web site and texts the code to his/her friends.
In order to do this, the consumer has to visit the www.brrrgibicocacola.com web site. The visiting is not enough to get the unique code, he/she has to make a sound of ‘BRRR’ to the voice decibel module. The aim of the game is to break the ice by screaming as ‘BRRR’ to get the unique code. The ones who get the code as quick as possible has the chance to win prizes. On the other side, the consumers can invite their friends to their ‘BRRR’ chain by using  video, IVR and e-mail invitations.
The consumers, who creates the longest chain by sending the unique code win the prizes such as: laptop, Turkcell call credits/airtime and gift checks.
Used Mobile Tools: SMS, Turkcell call credits/airtime, IVR.
 
RESULT: This campaign created a marvellous WOM. The campaign still continues on. Although it is not possible to guess the final results, the longest chains are the ones with thousand people on one chain.
 
 

 

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Brand: 7UP
Agency: Aerodeon Turkey
Duration: 01 - 31 July 2008
 
Everyday, 2.000.000 Turkcell subscribers are receiving three day weather forecast report by SMS. Subscribers are receving three day weather forecast of the city they are living in, and this service is free of charge for them.
 
There is a 20-30 character sponsorship area in each weather forecast message. By initiation of Aerodeon, 7UP has taken advantage of July sponsorhip, when weather warmth is the highest. For each week of July, a different sponsorship line such as, “IF IT’S THAT WARM, DRINK 7UP TO COOL DOWN”, “SUMMER’S HOT, 7UP COOLS DOWN” has been placed in the messages.
 
Each message reached 2 million subscribers, so the total impression was over 60 million per month.
 
 
 
 
Brand: Magnum / Magnum Double )Electric Agency)
 
 
 
Agency: Electric Agency / Turkey
 
Duration: 14.05.2008 – 26.06.2008
 
GOAL:
  • To create the first everdone digital campaign on behalf of one of the leading brands within the ice-cream sector, Magnum Double.
  • To make use of experiential marketing with the digital world.
  • To retain the consumers’ interest and excitement throughout the campaign with the promise of special prizes, even though the prizes were not awarded until the end of the campaign.
SOLUTION: This campaign differed from traditional campaigns by introducing the use of Digital 360, the integration of mobile, web and sound, combined with an experiential marketing strategy.
 
For the consumer the Magnum Double experience started by texting the unique code they found on the Magnum ice-cream sticks or entering the code on the campaign website www.magnumdouble.com. The participants were then called back by an IVR )Interactive Voice Response) and a sound recording, telling them all about that week’s prizes and giving them the chance to win personalized digital mobile gifts.
Used Mobile Tools: SMS, WAP-push, personalized wallpapers, wap banners, IVR
 
RESULT: As a first in the digital world, the combining of experiential marketing with the integration of a mobile-web-IVR structure, resulted in a very successful campaign.
 
 

Coca-Cola / EuroCup 2008 )Electric Agency)

 
Brand: Coca-Cola / EuroCup 2008
Agency: Electric Agency / Turkey  
Duration: 14.04.2008 – 15.07.2008  
 
GOAL: As the main sponsor of the Turkish National Football Team, Coca-Cola is positioned as the leading campaign-maker in the digital services sector. So the aim of the campaign was to excite the interest of the consumer about EuroCup 2008 and to carry the buzz of the football atmosphere to the digital world in a way never before attempted.  
 
SOLUTION: For the consumer, the journey of the Coca Cola Euro 2008 campaign started by finding the unique codes under the Coca-Cola bottle lids and ring-pull tabs and then either texting the code to the special campaign phone number )3200) or entering the code on the special campaign web site www.otopaneoldu.com. Participants were then automatically called back by an IVR )Interactive Voice Response), playing the commentary from an exciting moment of an earlier European Football Match, featuring the Turkish National Team. At the most exciting point of the game, the commentary stopped dead and the call ended. Then, a text message was sent to the consumer asking ‘What happened next?’ and offering multiple-choice answers. If the consumer then texted back the right answer they were immediately rewarded with a variety of digital gifts, such as airtime credits for Turkcell, the leading national mobile phone provider, a personalized digital wallpaper for their mobile phone, etc. To retain their continued interest, the consumer was then also directed to the web site where they could choose from a selection of different videos of football scenes to have the chance of winning more prizes. Turkcell subscribers also had the opportunity to win personalized wallpapers, national team shirts, a football game for their mobile phone, gift checks, etc.
 
Used Mobile Tools: SMS, MMS, personalized mobile wallpapers, football java game, wap banners, Turkcell credits/airtime, IVR.  
 
RESULT: This campaign created a competitive thrill among the consumers, through the use of interactive techniques, through the integration of the mobile phone, the web and sound, and was a ‘first’ in the digital world. The campaign had a record participation of 9 million, via both mobile and web.