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Consumer Packaged Goods

Brand: PEPSI & GNCTRKCLL<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Agency: Aerodeon Turkey

Duration: 15 February - 31 May 2007

GOAL: GNCTRKCLL is youth club of Turkey’s leading GSM operator Turkcell. These two powerful brands cooperated to reveal their synergy, while targeting  teenagers and young adults on a differentiated platform.

SOLUTION: For the biggest Mobile Marketing Campaign ever in Turkey, 35.500.000 GNCTRKCLL branded Pepsi cans and bottles are produced. The campaign was open only to gnctrkcll members. To join the campaign, participants text the unique codes under the Pepsi lids or pulling tabs to Turkcell 5757. Each participant instantly won 5 credits or 2 minutes airtime, thousands of participants won 100 credits or 25 minutes. In additon to instant prizes, participants had the oppurtunity to join the prize draw for the dream prizes: 3 couples to meet Thierry Henry from Arsenal; 3 couples to spend 3 days with Chelsea Football Club; and 3 couples to meet Fergie from Black Eyed Peas, and spend 3 days with her in Los Angeles and shop with 2.000 USD pocket money. 

RESULT: Participation to the campaign reached far beyond expectations with over 18.000.000 participation. 50% redemption rate has never been reached before in a FMCG campaign. Brand executives of Pepsi plan to apply for Guinness World Records!



Coca-Cola Videogoals<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />


Date of 1st implementation    January 12th, 2007

Company                                 Universal McCann

Client                                       Coca-Cola

The challenge was to increase traffic on the Coca Cola WAP service via the “Copa Coca-Cola” mobile game and to find a new way of communicating Coca-Cola’s continued support of football.

Mobile video downloads were used strategically to send 3-D animated replays of goals scored in selected football competitions. SMS messages were also sent to users of all the different sport sections in the main sport webs, which were then forwarded on by users.

Every goal scored by a named team in a given competition was replayed to a fan in an animated 3-D version sent via MMS. People registered for their favourite team and then received an alert with the “video goal” as scored in almost real time and totally free of charge. Additionally, if the user registered for the “e-motion alerts service” (WAP service) they could also have access to the video-goals from all other teams/competitions (Champions League, LFP, Spanish National Team and Football Cup etc).

The action positioned Coca Cola as the leading force in applying new technology and more importantly, provided real added value to its consumer base by “gifting” a new and exciting service. Over 50,000 users accessed the Coca Cola WAP Service in the first few weeks of activity. More than 1 million people accessed to Coca-Cola web site by clicking the banner above (banner click ratio rounded 6%).

The event was targeted to 3.4 million WAP monthly users and powered by Movistar, the mobile operator of Telefónica. In addition, 100,000 SMS messages were sent to users of the different sport web pages. 70% of mobile users had access to MMS / WAP services.

Coca-Cola video goals’ campaign started on January 10th; it reached its 100% coverage on February 11th and it will end next June 17th.


Celebra la belleza
y música con Neutrogena


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05/23/2006 to 07/16/2006

Call to action:

Send a SMS to 88688 with "Neutrogena" and win a trip for three to Miami to Premios Juventud Live Show ( Latino Teen Choice Awards)

Hispanic young adults-Female

According to the Magazine Publishers of America, manufacturers are already taking the hint by offering products targeted at young Hispanics. This study notes, for example, that "Neutrogena and Aveeno Active Naturals, owned by Johnson & Johnson, now offer some products to attract Hispanic consumers looking for skin-care products tailored to their needs."  Beyond that, wireless usage among US Hispanics over-index in every category when compared to Non-Hispanics.  Neutrogena wanted to extend their traditional marketing mix to include an interactive mobile element, while mixing two concepts with high relevance among the US Hispanics Young Women: Beauty and Music.

·          Neutrogena Corporation, a worldwide leader in premium skin, hair and cosmetic products, and a member of the Johnson & Johnson family of companies

·          Best known for its distinctive amber colored soaps, the company also includes a diversified line of dermatologist recommended facial cleansers, moisturizers and sunscreens in its family of products

·          Neutrogena is also considered to be among the most progressive of the Johnson & Johnson companies – always seeking to be at the forefront of innovative marketing campaigns.


·          To reinforce Neutrogena’s Hispanic Market position as the leading innovator in sales and marketing promotions

·          Build a strong emotional connection with Hispanic women-young adults by leveraging the success of the 3-way strategic partnership with Univision Movil and Target

·          Drive POS in Hispanic Target retail stores via relevant offers, products and Latin Music Tie in

·          Increase sales and market share of Neutrogena’s products during the promotional period

·          Encourage increased interaction with the Neutrogena’s brand and grow participation levels of previous campaigns

·          To promote its facial cleansers, moisturizers and sunscreens to its target demographic


At any time during promotional period users from any carrier could send a SMS to 88688 with "Neutrogena" to enter for a sweepstakes to win a trip for three to <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Miami to Premios Juventud Live Show.

Media Execution

·          TV

·          Online:

o         Banners Total Impressions: 5. 737.425 impressions, 2.42% click rate.

o         Email Blast: 367.913 drop number, 9.22% open rate.

·          Wireless sweepstakes (cross-carrier): 26% opt-in

·          Print Ad

·          Store Display at Target retail stores


·          7,399 sweeps registrations (38% from Wireless)

·          26% of wireless participants opted-in to be notified of future Neutrogena promotions

·          Hispanic Store Sales – Up approx. 40% (limited doors – 233)



Why it was a successful campaign?

·          The creative approach was driven, in part, by understanding the demographic, objectives, and the brand's voice behind the campaign. At the end 26% of wireless participants opted-in to be notified of future Neutrogena promotions and the sales increased approx 40% in the Hispanics Stores.

·          Utilized all marketing tools available through Univision Communications ( TV, Online and Mobile) and reinforced the campaign through Neutrogena's traditional marketing tools: Print Ads and In-Store Displays.

Sprint <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile Media Network - Pepsi Super Bowl Case Study

In the run up to the 2007 Super Bowl, Pepsi unveiled 15 new can designs and created a range of promotions as part of a major new branding initiative.  Its Super Can contest gave fans the chance to win Super Bowl tickets for life and a jewel-encrusted can valued at $100,000.  Alongside traditional and online promotions, Pepsi also became the latest brand to deploy a mobile advertising program on the Sprint Mobile Media Network, and one of the first to incorporate video into its campaign.

·          Expand the promotion of its Super Can contest
·          Increase awareness of the 15 new Pepsi can designs
·          Drive traffic to its mobile web site
·          Increase video and wallpaper downloads <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Sprint Nextel has been defining a highly sophisticated new advertising channel on its mobile web browsing pages through the Sprint Mobile Media Network.  It offers brands a direct, powerful and interactive way to reach mobile consumers.  Pepsi was able to cut through the noise around the Super Bowl as the exclusive advertiser on the Sprint Mobile Media Network’s homepage in the days leading up to the big game.  And, as a result, drove consumers from four different banner display ads to Pepsi’s branded mobile web site, where consumers engaged in a variety of actions.

Pepsi enabled users to download a custom wallpaper of the “blinged-out” Pepsi can, click to see the video spots featuring the new Pepsi can designs, and click through to Sprint Power View --
the only made-for-mobile video programming network in the United States with original sports and entertainment shows -- where they could view live Super Bowl video clips, sponsored by Pepsi.

Sprint’s mobile web ad serving vendor, Enpocket, and Sprint Power View delivery partner, IMG, assisted in the execution of this multi-faceted campaign.

·          9 million impressions
·          An average click through rate of 4.5 percent, with the most popular creative achieving an 11.5 percent average
·          175,000 Pepsi wallpaper downloads

The program was one the first to integrate several engagement mechanics, including content downloads, click-to-view a video ad, and click to see a live TV broadcast.  At a time when advertisers are vying for consumers’ attention across multiple media channels, Pepsi built awareness and engagement for a major marketing initiative using the Sprint Mobile Media Network – leaving a lasting impression with the 175,000 people that now see the Pepsi wallpaper every time they look at their Sprint mobile phone.


Lipton Ice Tea
Aerodeon Turkey
01.04.2007 – 30.04.2007

Increasing the sales of Lipton Ice Tea in McDonald’s restaurants, while underlining the dynamic and refreshing feature of the product.

During the campaign period, along with Lipton Ice Tea menu purchases, the customers are given scratch cards with a unique code on. Participants, who text the unique code to Turkcell 3161 with their names, instantly win 5 sponsored messages from Lipton Ice Tea. Besides, every day, every first participant between the hours 10:00 a.m. and 7:00 p.m., wins iPod shuffle.

 Compared to the previous two campaigns that were implemented in McDonald’s restaurants, this year’s campaign succeeded twice better, due to instant win prizes.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />




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Entry title
Pedigree [Masterfoods] text to win via direct mail campaign

Section / Category
Consumer packaged goods

Campaign background and objectives
To promote Pedigree Complete for Small Dogs to existing Pedigree customers.

Masterfoods delivered 300,000 direct mail pieces nationwide to targeted Pedigree customers that included information about the product and 30% off coupons valid for three months. Masterfoods also wanted to encourage customer interaction and so a text to win promotion was added to the piece which gave customers the chance to win a year’s supply of dog food and one of three digital cameras by texting SMALLDOG  to  82222.

Those who participated early on were sent texts over the remaining campaign period, reminding them to use the coupons and to enter the competition that month.

632 texts messages were received on the first day of the campaign and in the first four weeks 6,655 unique texts were sent. This represents over 2% of those sent the DM piece despite the text call to action being low profile. The highest recorded number of texts received on a single day was 1,140. Four weeks following the original mail-out texts were still being received on a daily basis.

About Incentivated
Incentivated works with global brands to help them communicate with customers instantly and easily via their mobile phones.

We develop and manage mobile marketing campaigns and services on local, national and international levels. (Patented) technology, developed by Incentivated, allows our clients to reach people in all corners of the world and in many languages, using text messaging and the mobile internet.

We believe the mobile phone is an intensely private medium. Respecting this principle, our campaigns provide information that consumers find useful and welcome.

Founded in 2001, Incentivated's fast growing client base includes British Airways, Hilton Group, Carphone Warehouse, OneTel, Scottish Power and Macmillan Cancer Support.

Pepsi Chinese New Year Campaign by Madhouse<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Date: March 19th, 2007


Company: Madhouse Inc. (

Client: PepsiCo <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />China



Pepsi is always looking for innovative ways to not just reach out to but interact with their target audience. Thus, for Pepsi's Chinese New Year campaign featuring the ever popular pop star Jolin Tsai, Pepsi turned to Madhouse to reach the young demographic which consumes more and more mobile media everyday. 



·          Drive the greatest viewership of the CNY TVC Nationwide

·          Reach China’s young mobile user base who spends more of their time consuming new versus traditional media

·          Users on the move can experience Pepsi’s digital content and share with friends anytime anywhere



·          In cooperation with Pepsi, Madhouse built the Pepsi CNY WAP campaign site hosting downloadable content such as the Chinese New Year TV commercial and many behind-the-scenes videos

·          To ensure the premium presentation of content and delivering the best brand image possible, Madhouse automatically tailors content for each of the 1000’s of handset models in China

·          Capitalizing on the customary practice of sending greetings for CNY, Pepsi CNY mobile greeting cards increased the viral effectiveness of the campaign

·          To drive traffic to the site, ads were served by Madhouse across a breadth of large portal and entertainment sites on Madhouse's ad network, MadNetwork



During the 2 weeks of mobile media promotion, the ads served by MadServing achieved over 8,000,000 total impressions resulting in over 3.6% click-through rate generating over 140,000 unique visitors to the Pepsi CNY WAP Site.


Coca-Cola Holiday Mobile Campaign (AKQA Mobile)

The Coca-Cola Company

AKQA /<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile recorded results for Coke's first mobile branding campaign. The campaign ran in association with 3G operator 3, and encouraged Coke customers to build and send personalised mobile Christmas cards, called “m-cards”. The campaign ran on 3's Today on 3 mobile portal home page, with four separate ad slots. The 12-hour campaign, spread across several days, saw 579,000 page impressions, with 55,000 users clicking through to the Coke campaign mobile site. This resulted in a conversion rate of 9.5%. There were 114,000 m-cards created, sent by 69,000 unique users, an average of 1.7 m-cards per user. (m-cards were free).<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />


Users that clicked on the ad were taken to a dedicated campaign site hosted on 3's portal. They then entered their friend's details to send them a Coke-branded m-card for free.

Absolut Bling Bling WAP Campaign by Madhouse - Experience the Essence of Exclusivity

Madhouse Inc. (
Absolut Vodka via The Hyperfactory

Having taken the fashion world by storm, this iced-up obsession with luxury and “Bling Bling” has proven its longevity. Absolut hopped onto the ice wagon to celebrate the holiday season with a special edition Absolut Bling Bling bottle, full of sparkly goodies to "dress up" the bottle of booze.

Have consumers associate luxury and exclusivity with the Absolut brand and promote the special edition Absolut Bling Bling bottle in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />China to the desired target audience.

Madhouse, in partnership with The Hyperfactory, created an exclusive WAP campaign site promoting the Absolut Bling Bling bottle via ringtones, wallpapers, drink recipes and nationwide event information.

Meanwhile, to drive more traffic to the site, WAP ads were also served by the in-house intelligence mobile ad serving system, MadServing, to specifically target GoTone users (China Mobile sub-brand targeting business travelers) or consumers whose handsets are valued at 2,000RMB and above in
Shanghai, Beijing, Guangdong, Chengdu and other select tier 1 cities across a breadth of large WAP portals on the China’s largest mobile ad network, MadNetwork.

During the 9 days of mobile media promotion, the targeted ad served by MadServing achieved over 1,800,000 total targeted impressions resulting in over 3.2% click-through rate to the Absolut Bling Bling mobile campaign site.

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Aerodeon <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
01.09.2006 – still

Extending the marketing mix to an interactive mobile element while enabling consumers to try the best-quality Dove products.

Dove wanted to make consumers aware of the new product, Dove ‘fresh touch’. Dove TV advertisements are supported by subtext informing consumers how to participate. Consumers are informed to text DOVE to 3161, and received a wap link which consisted of polymelody or true tone of Dove jingle. Consumers click on the melody which they prefer to download.

Until the beginning of November approximately 8.000 consumers downloaded Dove polymelody or true tone.  

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