Primo TXT results for NZ Dairy Foods
When the marketers of the Primo range of milk drinks wanted a campaign that would stimulate interest in its product, and at the same time leverage their target market’s interest in mobile technology, they turned to Run The Red...
|
Corporate New Zealand continues to embrace new media as a means of tapping into the often difficult to reach youth market. In a recent example, New Zealand Dairy Foods called on Saatchi & Saatchi and Run The Red to run a TXT campaign in the form of a virtual game show, to promote its flavoured milk brand, Primo. The objectives were to increase overall awareness and stimulate and invigorate interest in Primo milk. Go with the flow A TV campaign screened during youth targeted programming drove the registration process. This marketing channel set the scene for the game-show concept and invited the user to text in the Primo shortcode to become a virtual contestant. Users were then welcomed, allocated a player name, directed to the supporting website for further information and invited to text ‘play’ to start their game. The Primo Flowtime game show was designed as a multi choice quiz, with the player required to text A, B or C for what they thought was the correct answer. However, in keeping with Primo’s irreverent brand positioning, there was a twist to the formula. Answers were not always as they seemed, and in addition to ‘right’ and ‘wrong’ responses, there were bonus points awarded for answers selected that showed true ‘Go With The Flow’ attitude (Primo’s catch phrase). After a player had texted in their answer they received an SMS from the system alerting them to the points they had won. Points awarded were then stored in the player’s personal account, monitored by Run The Red. Players could check the balance of their account at any time by texting ‘points’ to the shortcode. Similarly they could confirm their player name (required to redeem instant prizes) by texting ‘name’ to the shortcode. Instant prize winners were generated randomly and awarded in a points response text from the system. The grand prize winner was the player with the greatest number of accumulated points at the end of the campaign. Results Ultimately, the Primo Flowtime campaign generated 225,000 text messages from a player base of 15,000 – and NZ Dairy Foods say the goals of increasing overall awareness of Primo milk and strengthening the brands market positioning were comfortably achieved.
|
December 2004
|
