Client: Saatchi & Saatchi / NZ Dairy Foods
Project: Primo Flowtime mobile marketing
Solution: RedPlay
Campaign length: 182 days
The Objectives:
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Increase overall awareness of Primo milk
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To leverage the target market's familiarity with mobile technology
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Restimulate and invigorate interest in Primo milk from within established market positioning
The Results:
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225 000 text messages generated from player base of 15 000
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Successful awareness generated by campaign
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Innovative nature of campaign provided platform for Primo Flowtime culture to grow above and beyond product
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Primo milk market positioning strengthened and revitalised
The Strategy:
Primo Flowtime was an innovative integrated marketing campaign, run as a virtual gameshow. The tone was irreverent and designed to appeal directly to the youth market.
A TV campaign drove the registration process. This marketing channel set the scene for the game-show concept and invited the user to text in the Primo shortcode to become a virtual contestant. Users were then welcomed, allocated a player name, directed to the supporting website for further information and invited to text 'play' to start their game.
The Primo Flowtime game -show itself was designed as a multi choice quiz, with the player required to text A, B or C for the answer they believed to be correct. However, in typical Primo fashion, there was a twist to the formula.
Answers were not always as they seemed, and in addition to 'right' and 'wrong' responses there were bonus points awarded for answers selected that showed true 'Go With The Flow' attitude.
After the player had texted in their answer they received an SMS from the system alerting them to the points they had won. Points awarded were then stored in the player's personal account, monitored by Run The Red.
Instant prize winners were generated randomly and awarded in a points response text from the system. The grand prize winner was the player with the greatest number of accumulated points at the end of the campaign.
Players could check the balance of their account at any time by texting 'points' to the shortcode. Similarly they could confirm their player name (required to redeem instant prizes) by texting 'name' to the shortcode.
Promotion of Campaign:
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