Coca-Cola Flavours Interactive Campaign

Client: COCA COLA SOUTH AFRICA

Products: STONEY GINGER BEER, TWIST RANGE, SPARLETTA RANGE & IRON BREW

Campaign Dates: 20 January 2008 – 30 April 2008

•The Consumer were incentivised to purchase a 2L bottle of any of the following 4 flavours:

- Iron Brew
- Stoney
- Sparletta Range
- Twist Range

• The consumer then had to look for the unique code inside the wrapper and SMS THEIR FLAVOR <space> UNIQUE CODE to 33811 (R1.50/SMS) to enter the competition.

Prizes

Prizes given out included:

  - 14 x R2 500 cash prizes weekly
  - 4 x experiences worth R250 000 each. (One experience per brand)
  - R65 000 worth of Airtime

Background

•In this campaign consumers were required to buy any of the participating 4 flavours (Stoney, Iron Brew, Sparletta range or Twist range) in 2L bottles and find unique codes on the inside of the plastic wrappers.

•They then SMSed their flavour and the unique code to 33811 to stand a chance of winning a R250 000 grand prize or one of the instant airtime or cash prizes.

Campaign Objectives

• To increase product sales and awareness.

Facts and Figures

• Over 64 000 SMSes were received over the 14 week campaign period.
 (20 January 2008 – 30 April 2008)

Benefits for consumers
 
•The campaign was a completely opt-in campaign, therefore removing the SPAM element of SMS.
 
• The consumer was rewarded with exciting prizes for buying any of the 4 flavours.

•Consumers could also win instant airtime prizes or weekly cash prizes thus encouraging them to enter more.

•The 4 experiences given out were the best that an average person can get. All the winners were overwhelmed by the prizes and could not thank us enough.

Benefits for Coca Cola

•Increased product awareness.

•Interaction with the consumers and a chance to reward consumers for their loyalty.

•Brands were re-enforced in the consumer’s minds.

•Good sales, as 49776 valid entries were received, this means that all those entries represented a product purchased due to the unique codes per product.

Conclusion

•SMS has proven to be a very powerful and successful vehicle in creating an interactive medium between Coca-cola and its consumers.

•The only advertising media used was the Point of Sale. Usually, this does not yield outstanding results when used on its own, but in this case it was very effective and the results were exceptional.

•All in all this was a very good campaign that we intend using as a yardstick for our future point of sale campaigns.