As part of the Star Wars trilogy re-launch, a partnership with Britvic Soft Drinks was synchronised. It was decided to employ "Pepsi" given that the brand is of a high quality and has the ability to identify with the younger generation.
Solution
A themed promotion was featured on 122 million packs. The Instant Win mechanic gave the consumer the opportunity to win prizes ranging from product vouchers to £20,000. An SLP mechanic was also introduced which invited the consumer send in a contribution for the reward of a Star Wars watch. A further mechanic of a competition was initiated with the major multiples as trade support for this activity.
MRM Service Provision incorporated the following:
- Computerised fulfilment of all applications and claims
- Banking of watch application payments
- On line consumer services Hot-Line
- Packaging and print sourcing
- Discounted postage via mailsort
- Bespoke reporting to enable all parties to monitor responses and stock balances
- Judging - an independent selection of winners, working to a set criteria
Results
This was an extremely successful campaign that resulted in a significant increase in the market share of the brand during the peak of the promotion period.
