Case study
Example of: loyalty, customized communication, various types of prizes
- “OUT OF THE BOX” MECHANISM AND CONCEPT
- Concept: GRIJA
- Objectives: generate trial of the range of products and loyalty, increasing the market share
- Mechanism: every unique cod corresponds a letter: G, R, I, J or A.
- Prizes: with a letter registered in the promotion a participant can win a daily prize of 100 Euro or a weekly prize of 500 Euro.
- Only by subscribing codes and forming the GRIJA word the participants could win one of the 3 monthly prizes of 10 000 Euro each!
- Channels of registration: The first promotional campaign in Romania which has 4 channels of registration: SMS, Web, Info-line and Facebook.
The first Facebook application in Romania which permits registering code in promotional campaigns
Activation – Results
TARGET: unique participants which registered for the 2010 “Milli te trimite in vacanta in Austria”
PERIOD: in the first day of the 2011 promotion
SMS TEXT: – different message for every unique participant from who there were available detailed data
Activation-conclusion: By creating a so called privilege, you establish a brand-consumer connection.
Milli build it’s database in 2010 at the first brand promotion, and used it having very good results and continues to increase it.
microReactivation – Results
Conclusions: segmentation of the database and the well chosen target brought a record response rate!
