August 22, 2008
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Ruffles & Lay’s Gift Flow )Aerodeon Turkey)
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.
