Global Campaign Review

The following campaigns earned worldwide recognition in fall 2003 through the annual Globes Awards conducted by the Marketing Agencies Association Worldwide.Type: Retailer CampaignAgency: AVC PromocionalClient: CarrefourCountry: ArgentinaSummary:Beginning in December 2001, Argentina suffered a major change in macroeconomic variables, including a 300% devaluation of the peso relative to the U.S. dollar that caused a significant decrease in consumer spending. Under these conditions, retail chains in Argentina had to develop aggressive pricing campaigns to attract consumers.Carrefour, which already was considered to be the national leader in price/value perception, decided to celebrate its 20th anniversary in the country with a special campaign. The message was that, for one month, shopping at Carrefour would be an unforgettable experience that would let customers save money and have fun.The key to success for this campaign-- which produced Carrefour's greatest monthly market share in its 20 years in Argentina -- was its title: "Un chango por minuto," or "One cart a minute," which clearly communicated the type of reward and the frequency in which customers could aspire to win prizes. The simplicity of the message did not undermine its impact, due to the large number of prizes being offered and the excitement the game created within stores. Objective:Increase store traffic through a high-impact campaign that would set a marketing milestone. Support an aggressive pricing program through a month-long (September 2002) program that, according to the client brief, "only Carrefour can do."To attain high visibility/impact among consumers, arches were constructed at store exits. As customers walked through them with their carts, they pressed a button that would herald prize-winners through a combination of lights and sounds. This was done to stimulate several senses, employing a tactic used by gambling casinos to attract participation. By pushing the button themselves, customers felt they were in control of their own luck. Description:When: September 2002Where: Throughout ArgentinaImplementation:After making their purchases, customers were entitled to participate simply by turning over tickets they received at checkout. The game required them to walk under an arch, press a button and, within five seconds, learn if they would have their entire purchase refunded.The arches were located near the exits of all hypermarkets, making participation natural and effortless. Every time a customer pushed the button, a set of light and sound effects would be activated, attracting the attention of customers in the store.With the goal of reinforcing customers' intent to play (and therefore encouraging repeat visits), lower-value prizes were also awarded at least once every four minutes -- to ensure that every customer experienced at least one winning moment.Given the low credibility that raffles and promotions have in Argentina, screens were installed in the arches and in key locations throughout stores to list the winners chain-wide. The information usually was displayed with two minutes, and the last 10 winners were listed at all times. Results:Carrefour not only captured the highest market share in its history in the country, it also let the chain "buy" the concept of "one per minute." In 2003, the same concept was used again in "Compra gratis por minuto" ("One free purchase a minute"), a program with a similar implementation.Carrefour's market share for September 2002 increased by 9%; increases of 2% are generally considered to be a standard of success.A total of 25,600 customers won a full refund of their purchase, while an additional 125,000 won smaller prizes. That means more than 1 million people personally knew someone who won a prize, according to estimates. More than four million customers participated in the game, with an estimated frequency of 3.5 times per customer. It is important to note that Carrefour implemented an aggressive pricing campaign in conjunction with the game.Type: Multi-Channel MarketingAgency: Dialogue MarketingClient: Weetabix LLCCountry: United KingdomMarket Overview:The ready-to-eat cereal sector boasts a plethora of brands appealing to a broad and diverse audience. The sector is highly promotionally active, with promotions increasingly becoming more innovative in approach and execution. Many impulse purchases are made in 30 seconds or less, making stand-out and cut-through more important than ever. There are three key players in the category: Weetabix, Kellogg's and Nestle, all of which have brands in all sub-sectors. Weetabix and Kellogg's Cornflakes are constantly jostling for the overall No. 1 position. Both brands target a mix of family and adult audiences, and also enjoy100% distribution and a household penetration in excess of 45%. At the time, Weetabix's high-profile 'Withabix/Withoutabix' advertising campaign was changing the brand's image from trusty and reliable to more exciting and modern. This provided a backdrop to create a promotion with scale, a touch of humor, and a key point of difference. Objectives:Weetabix wanted to create a high-profile promotion that could create a point of difference and a fresh, exciting, modern image that could be carried through to in-store displays. Specific objectives were: Create a promotion with scale, impact and on- and off-shelf presence-Capture consumer imaginations and encourage interaction with the brand (100% entry accessibility was essential)Capture data to enable future communicationIncrease rate of sale and average size of purchaseEnhance the Withabix/Withoutabix advertising campaignExecution:The "If It's in the House it Could Be on the House" campaign offered £1,000,000 worth of prizes. The Weetabix House (at www.weetabix.co.uk/house was a virtual-reality home stuffed full of fantastic prizes and closely guarded by security guard Fred. Each room brimmed with goodies, from cars in the garage, to entertainment systems in the lounge, computers in the kids' den and Dyson washing machines in the kitchen. A unique key code was printed inside every pack of Weetabix. Consumers simply entered their code on the security pad of the Weetabix House. If it were a winning code, the door opened and resident housekeeper Doris took players into their prize room (predetermined by the code) where they could choose a prize. A double click of the mouse on the chosen prize revealed an e-fulfillment form. Communication Channels:The promotion was featured on 15 million packages using a retro cartoon style with an offset look that became synonymous with the campaign. The packs were redesigned as "houses," which made the shelf set look like a street. Thus, strong visual presence was achieved in-store. Additional communication surrounded the audience: £500,000 in radio spots and outdoor posters; impressive point-of-purchase displays (house-shaped units, hanging boards, stack cards, wobblers & tailor-made free prize draws). Internal communication was also key with an intranet version of the website, house-branded key rings and foam mouse houses.Results:--Retailer support included placement of 200 house displays and 287 store-initiated displays over a one-month period.--The website received 556,354 total visits and 323,000 unique visitors. All e-mail addresses were "data captured."--An additional 205,465 consumers entered through an alternative telephone hotline.--Visitors spent an average of eight minutes viewing the site.--Sales increased by 7% (for the 20 weeks ended June 16, 2002) on base volume sales for multiple grocers. (Source: IRI)--Unaided awareness increased by 7% during the promotional period (source: Taylor Nelson)--Ranked third for recall among all promotions in the February to April, 2002, period. (Source: NOP/Mintel)Summary:The Weetabix House promotion used the online entry method after identifying that this was relevant to modern consumers. This enabled true interaction between consumer and brand while helping to attract a younger audience. The website provided the environment in which to bring the promotion and it's unique prize selection to life.The promotion propelled Weetabix into the 21st century along with the more than 760,000 consumers who took part. It was the first time a promotion offering consumers their choice of prizes was implemented in the RTC category. For Weetabix, the activity has provided a platform for driving forward a program of groundbreaking, contemporary activity.Type: In-Store Event Marketing/Trial-Generating CampaignAgency: SpyClient: Marsa Kraft FoodsCountry: TurkeyOverview:The "Kitchens with Skill" campaign was designed to support the relaunch of the Huner brand. Marsa Kraft Foods, a joint venture between Kraft Foods International and Sabanci Holding of Turkey, launched Huner in February 2000 and positioned it as the country's first and only margarine specialized for baking. The Huner launch was based on the key consumer insight that housewives used margarine mainly for baking, and needed a margarine that would help them come up with perfect pastries. At the time of Huner's launch, competing margarine brands were leveraging taste and health as their differentiating attributes. Marsa Kraft Foods was determined to connect with middle-income housewives. The company developed a special Huner formula. Baking performance tests proved the brand's superiority, as the special formula made cakes significantly puffier and cookies crunchier. It was no coincidence that Marsa Kraft Foods chose the name, "Huner," which translates as "skill" -- especially in the context of baking. After the launch in 2000, brand awareness for Huner reached required levels, but trial rate lagged behind the initial objective. Fragmentation in the margarine market increased with new launches and the rise of private labels. By 2001, Marsa Kraft Foods decided to stretch Huner to the entire baking category to take advantage of high brand awareness. The company launched 11 new products under the Huner brand, including cacao, vanillin, baking powder, powdered sugar, cornstarch, wheat starch, wheat flour, rice flour, pudding, gelatin, and whipped cream. The brand vision was set as "owning the baking category in Turkey in an unbeatable way."Objectives:The client brief asked the agency to develop a set of activities that would create awareness of Huner's new product range, leading them to try/purchase -- particularly at the point of sale. The focus was on the hyper/super channel, and more specifically in stores with high-volume sales levels The campaign was expected to raise the awareness level from 18% to 25% (which had slipped in March 2002 after the brand halted TV advertising) and instantly capture a 3.6% category share in the hyper/super channel. In terms of brand equity, the campaign was expected to improve the perception of Huner as "the brand that produces best results in pastry" from 21% to 25%. Finally, no matter what the tactics would be, the campaign was expected to generate 85,000 consumer samples.Description:After digesting market insights and the brand's positioning, the agency hatched "Kitchens with Skill" as the campaign concept. "Kitchens with Skill" had a dual meaning: "Kitchens with Huner" and "Kitchens managed by skillful housewives." Both meanings were relevant to the campaign's goals and target group insights. The campaign incorporated a wide range of tactics: 1. In-Store Pudding Sampling - In-store samplers invited consumers to taste chocolate pudding at 13 hyper/super chains in Istanbul during the second half of December. Nearly 46,000 consumers sampled, 15% above the expected reach. Of those consumers who tasted Huner pudding, 10% purchased the product immediately after sampling. (Benchmarking against the client's past sampling experience, the conversion rate was record high. There were several success factors: The first factor was lively branded stands. Apart from attracting consumers, the stands gave Marsa sales team strong bargaining power while negotiating with store managers for a prime location. The usual practice at hypers/supers is to place promotional stands behind cashiers at the exit. But stores believed that these stands would stimulate purchase, and agreed to place Huner stands right in the pudding section. Perhaps for the first time, consumers could actually sample a product and then reach for it on the shelf. Secondly, consumers did not have to purchase anything to receive a pudding sample from the stand. Thirdly, was the care given to the handling of the samples. Samples were cooked in a catering facility in accordance with strict cooking instructions, held in fridges for a night, delivered to sales points with cooler trucks, and kept at sampling stands in cooler boxes. In this way, the pudding was sampled at the right temperature, in its perfect shape. 2. In-Store Promotion - Since Turkish consumers tend to appreciate value and respond well to games and contests, the agency created an instant-win promotion for shoppers who purchased a Huner product. The promotion ran in four cities and covered 238 sales points throughout November and December. During the promotion, Huner purchasers visited a promotion stand to spin a branded wheel to win a free Huner product. After the first weekend, the client received calls from sales managers who wanted to have the promotion at their stores. Ultimately, the level of participation was 51% higher than expected, as nearly 69,000 consumers purchased a Huner product to participate. The challenge for the agency in designing this promotion was to create an aggressive trial offer without damaging the equity of a relatively new brand. The game presented an enjoyable activity for the entire family. From a different angle, the promotion was indeed an interactive was of sampling. At the same time, it displayed the richness of the brand portfolio to participants, paving the way for Huner to "own the whole category." 3. Consumer Contest - Every consumer that participated in the sampling or the promotion received a Huner booklet at the end of interaction. The booklet was a multi-page leaflet with product information and recipes. It also contained a perforated page that functioned as an entry form for a contest. Consumers could write down their favorite Huner recipe and mail it in. About 3,000 housewives participated. The winner received $2,000 to be used for a new kitchen. The contest was based on two important consumer insights: Housewives like to share recipes with each other, and a new kitchen was generally perceived as a very aspirational reward. Client filed recipes to publish as a cooking book in the future.4. Unique P-O-P - the agency designed unique P-O-P materials to raise awareness for the new products and stimulate trial among shoppers. Shelf talkers featured images of a delicious, perfectly baked pastry prepared with the pertaining Huner product. Results:The campaign exceeded objectives in all variables: Unaided brand awareness hit 26%, +8 percentage points versus pre-campaign period and +1 percentage point versus objective. Total market share in hyper/super channel hit 4.5%, +0.9 percentage point versus objective. By the end of December, 28% of consumers perceived Huner as "the brand that produces the best baking results," +7 percentage points versus pre-campaign period and +3 percentage points above objective. Huner samples reached 115,000 consumers either through the sampling events or the in-store promotional giveaway. This was 35% above objective. Finally, the sample-to-purchase conversion rate hit a record-high of 10%. Type: Multi-Discipline/Cause MarketingAgency: LoweClient: CerebosCountry: ThailandCerebos makes Brand's Essence of Chicken, a food supplement Thai moms use as a health tonic to relieve kids' cold and flu symptoms. It comes in a bottle with an aluminum bottle cap. Over the holidays, Thai consumers could give Brand's gift baskets to friends and family. In return, Cerebos donated 10 baht to the Artificial Leg Foundation, which provides artificial limbs for a low cost or free to thousands of Thais who can't afford them (a good share of the cost of the limbs is the raw materials, such as aluminum, the same material in a Brand's bottle cap). Recipients could donate the bottle caps from their gift baskets to the Foundation. Consumers donated more than three million caps, leading the Foundation to produce more than 60,000 artificial limbs. Sales of Brand's Essence of Chicken doubled; gift basket sales increased 20 percent; and massive displays were assembled in key accounts and outside pharmacies free of charge.Type: Brand Awareness/Trial GenerationAgency: DVC WorldwideClient: Georgia-PacificCountry: U.S.Paper towels are a low-interest commodity product, but that didn't stop Georgia-Pacific from creating excitement and loyalty for Brawny. The Do You Know a Brawny Man? effort gave the brand -- and its 30-year old lumberjack icon -- just the facelift it needed to generate awareness and "re-trial." The goal was to find the man with characteristics resembling those of the brand itself: strength (physical or character), toughness, and dependability. Consumers submitted photos and short essays on how their men (husbands, significant others, etc.) embodied those characteristics. Judges culled entries to 12 finalists, then America voted for the winner by mail or online. The winner -- announced live on a national talk show -- received a Dodge Durango -- and his picture on Brawny on a short run of packages. Finalists went to NYC for a Brawny Man Calendar photo shoot (calendars were then sold in a self-liquidating offer). A national FSI and print campaign; interactive games on the website; Brawny Brigade events; downloadable screensavers; banner ads; an e-mail campaign; in-store floor graphics in 9,000 stores; promotion tags on TV spots; and extensive public relations activity supported. Sales grew by more than 12% during the promotion, and brand volume increased 31% over year-to-year totals. Market share increased 10%.Editor's Note: For a more complete description of this campaign, see "Creative Touches" in Related Articles.Type: Loyalty Marketing/Retailer CampaignAgency: Marden KaneClient: Starbucks Coffee Co.Country: U.S.The Starbucks Stirs You, Vespa Moves You sweepstakes was a loyalty program wrapped around the coffee-maker's frequent-user card. Consumers use the card in-store in lieu of cash to allow them easy access to Starbucks' range of beverage, food and coffee products. Each time a consumer made a purchase or re-loaded his card, he automatically received a sweepstakes entry. Weekly drawings for Italian-themed prizes, including trips to Italy, Vespa motorscooters, helmets, goggles, leather messenger bags, locks and Starbucks Cards rounded out the program. Each week for eight weeks, Starbucks randomly selected 125 people to receive $5 Starbucks Cards. Print ads, in-store P-O-P materials and online banner ads supported; Vespa retailers displayed merchandising materials to cross-promote. Starbucks received more than 2.5 million sweepstakes entries; daily new Card registrations increased more than 230%. On the day the promotion launched, Starbucks.com experienced a record number of visits.2001 Award WinnersType: Integrated Marketing/Retailer CampaignAgency: Wow Rapp CollinsClient: Mobil OilCountry: New ZealandWow used a clear message, simple graphics, and a lot of humor to get consumers to sign up for the Mobil Max loyalty program for a chance to win cash prizes ranging from $250 to $10,000. The agency's media-driven approach (TV and radio) provided maximum reach and frequency over a four-week period, using images of money being poured into shiny, yellow plastic buckets. P-O-P materials at gas stations supported the program, which ultimately attracted more than 35,000 new loyalty club members, inspired existing members to spend more than $15 million, and produced an 80-percent lift in total sales (to $27.2 million) compared with the previous four-week period.Type: Volume-Generating CampaignAgency: The Marketing Store WorldwideClient: Kraft FoodsCountry: AustraliaKraft Foods Australia wrapped a back-to-school promotion around outstanding creative that succeeded in motivating moms to stock up on Kraft products for the chance to win one of 200 Blast Scooters and safety gear for their kids. Independent grocery stores across Australia carried kid-friendly P-O-P displays that showcased the prize and got kids lining up to fill out entry forms. Wobblers, talkers, bin cards, and magazine ads supported the program, which generated a 30-percent sales lift over the same period the previous year, surpassing client expectations ten-fold.Type: Volume-Generating CampaignAgency: Lowe Porta & PartnersClient: UnileverCountry: ChileAn on-pack promotion developed for Unilever's Axe brand featured peel-off stickers on the bottom of deodorant sticks carrying codes and a toll-free number consumers could call to see if they'd won. The grand prize was a fairy tale experience, complete with a five-day holiday in a five-star hotel, 24-hour use of a luxury car, and up to one million Chilean pesos ($1,400) that had to be spent in 24 hours. Window-dressing contests in drugstores, print and radio ads, and aggressive p.r. supported. Sales increased 19 percent and brand awareness jumped 50 percent.Type: Volume-Generating CampaignAgency: Capital C CommunicationsClient: Hostess Frito Lay and PepsiCountry: CanadaFrito Lay capitalized on the summer-time popularity of salty snacks and soft drinks with a promotion that tied into The Simpson's 10th anniversary. Frito-Lay secured permission from Fox TV to place characters on product packaging in a new and exciting way, and encouraged consumers to collect packages for a chance to win $1 million. Giant gondola displays in stores, TV spots, Internet advertising, and p.r. supported the program, which succeeded in boosting volume 19 percent over the previous year.Type: Loyalty MarketingAgency: DBMClient: Procter & GambleCountry: IsraelP&G more than doubled Pampers' market share (to 22% by teaming with Fisher-Price and Shilav, a leading Israeli chain, to bring a loyalty program to pregnant women in their last trimester. Moms-to-be could collect Teddy Bear icons from Pampers' packages and redeem them for discounts of 75% percent or more off Fisher-Price toys at one of 330 Shilav stores. Launch events educated women about what to expect at the hospital and included a makeshift emergency room. New-mom kits were distributed at the events, through hospitals, and via direct mail after the births. More than 27 percent of participating moms made a toy purchase at Shilav.Type: Retail CampaignAgency: The Marketing Store WorldwideClient: ASDA Wal-MartCountry: United KingdomASDA scored with an old-fashioned American pastime, drawing more than 50,000 families to 24 parking-lot events across the U.K. Shoppers could purchase tickets in advance for an evening filled with food, product sampling, football, car-washing, premium giveaways -- and the movie. While attendees watched the film from their cars, rollerblading usherettes sold snacks and clean-up crews offered to wash windshields. Britvic, Mars, Cadbury, Trebor Bassett, Walkers, Nestle, and other manufacturers sampled product. P-O-P displays, local radio spots, and p.r. supported. Tickets sold out within 24 hours, £50,000 ($73,000) was raised for local charities, and ASDA generated unprecedented levels of p.r. Type: Creative P-O-PAgency: BDClient: Bacardi MartiniCountry: United KingdomBD's campaign created a recognizable theme that was communicated consistently through all of Bacardi's marketing materials. Centered on the made-up verb "to judder" and an animated character called "Judderman," the effort positioned the liquor brand as being able to awaken consumers' taste buds with just one swig. The look and feel of the promotion complemented a corresponding ad campaign to create more impact with the trade. On-pack, the character enticed shoppers to play an instant-win game dangling a trip to Iceland. TV spots, on- and off-premise P-O-P, and trade incentives supported. Trade volume rose 16 percent and ROI increased 39 percent compared with the previous year.

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