Walkers designed a high impact, instant win promotion that matched perfectly the impulse purchase market and customer profile of Walkers Crisps consumers to help drive sales in the teenager and youth sectors. The concept of a prize draw every 5 minutes was a new and technically challenging technique.
Solution
Working closely with the text management company MRM developed a technology platform that allowed the two companies to exchange data and action requests seamlessly.
The following services were provided:
- Receive winner's mobile number electronically every 5 minutes 24 hours a day for the whole promotional period.
- Make outbound calls to the winners, up to three times, after which we actioned an SMS message via the technology platform.
- Secure warehousing of 9000 iPods
- Despatch iPods to winners with delivery tracking.
- Reporting via a dedicated portal.
Results
MRM made over 20,000 outbound calls over the promotional period. We were able to demonstrate our performance was well within the client defined SLA's for the promotion. Our agents thoroughly enjoyed the opportunity to inform winners and verify their address details. Promotion was a phenomenal success not only for brand sales but it also so achieved several industry awards on UK, European and World-wide scale for its creativity and efficacy.
