Client: Charlie's Juices
Project: On pack competition
Solution: RedDirect
Campaign length: 9 months
Aim:
Develop a compelling 'On Pack' promotion to promote Charlie's juices to key audience demographics.
Objectives:
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Raise brand awareness of Charlie's brand of Not From Concentrate (NFC) juices
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Leverage Charlie's' television sponsorships and promote its juice ranges
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Build customer loyalty to Charlie's.
Results:
Run The Red's mobile Campaign Management Product, RedDirect, was deployed for this On Pack competition.
At the end of the campaign, on 10 October:
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250,000 texts had been generated
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One million labels were 'activated'
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A 25% response rate was achieved.
Strategy:
Develop an SMS-based competition to generate brand awareness and lift sales of Charlie's NFC juices among target audiences.
How it worked:
Run The Red used the RedDirect solution to support an SMS-based competition, supported by television advertising, that enabled purchasers of Charlie's NFC juices to text a unique number contained on selected Charlie's juices and go in to a draw to win one of two Jeep Cherokees.
1.6 million labels were printed and affixed to selected products. On the reverse of the label was a unique eight digit number. Competition entrants texted the unique eight digit number to JEEP (5337) and were then entered into the draw to win a Jeep Cherokee.
The competition ran from mid-February to mid-October, with the draw for the first Jeep made at the end of May and the draw for the second Jeep taking place at the end of October.
Monthly status reports and message logs are an integral part of the RedDirect service. Using a web based console, Charlie's could keep track of numbers of entrants, where entries were coming from and were also alerted to unusually high numbers of entries from any one mobile device.
RedDirect includes shortcode management, and was also utilised in the coordination of prize draws. |
