We created a Brand Experience to incentivise purchase, using a reward that our core teen audience would find highly motivating; free mobile credit and a fantastic tasting soft drink to enjoy whilst on the go.
Brief
In the UK, the main challenge for carbonated soft drinks is the cumulative loss of teen penetration, especially in the on-the-go or impulse category. One of the key drivers is the reduction of teen spending power and the repertoire increase of what they spend their money on.
We were tasked to create a campaign to drive teen recruitment and engagement with the Fanta, Dr Pepper and Sprite brands, driving penetration in the OTG category.
Strategy
We created a Brand Experience to incentivise purchase, using a reward that our core teen audience would find highly motivating; free mobile credit and a fantastic tasting soft to enjoy whilst on the go.
Execution
Every 300ml can and 500ml bottle equalled 50p of mobile credit
We negotiated with every phone network in order to facilitate the
promotion; it included both monthly and PAYG contracts
• Each can carried a code, teens registered via mobile or online
and sent the code via SMS or entered it online
• Their account was then credited immediately with the credit
• Activated through on-the-go retail channel with POS and display
• Disruptive graphics on-pack and at point of sale, media support in key destinations
• Digital word of mouth campaign to drive peer to peer endorsement
Results
• Over 700,000 entries
• 300,000 unique users
• Double digit volume growth
• Activity ran in 2009 and 2010, with progressive improvement in results
• This campaign was the winner of the Global Mobile Marketing ‘Best Use of mobile marketing in a promotion EMEA’ award together with three ISP awards