 "We leveraged the need of young people to stay connected: Debabrata Mukherjee")
What has been the most interesting sales promotion you have engineered so far?
The Sprite-Samsung Galaxy Tab promotion has been one of the most exciting and engaging promotions for Sprite. The promotion was a call to all consumers who are confident, believe in themselves and have the inventiveness to rise up to the challenge and beat the odds. The initiative gave Sprite fans across the country an opportunity to win Galaxy Tabs. The promotion also leveraged the growing popularity to connect and engage with a wider consumer base through mobile and SMS. Tabs reflect quick thinking, ingenuity and stand for something different from the conventional.
Who was the primary target for the promotion?
The promotion was open to anyone who embodied the spirit of Chalo apni chaal (make your own move).
Why was the promo designed in such a manner?
Our starting point was the main campaign of the year, Chalo apni chaal. The prize, Samsung Galaxy Tab, resonated brilliantly with the youth. Further, the promo was planned on PET bottles and other on-the-go packs.
We created an exciting consumer engagement idea from this which was brought to life through the promotion commercial. In a humourous, fun and witty tone and setting that is characteristic of Sprite, the TVC depicted how, while people struggled and attempted to do the most painful things just to impress others and get a Samsung Galaxy Tab, the Sprite protagonist finds a witty solution driven by his brand of choice: Sprite. The scale of prizes was grand: six Galaxy Tabs were up for grabs every day for a period of six weeks.
Can you elaborate on the media plan?
There was a full 360 degree marketing and trade plan for the promo. A high decibel media plan helped in amplifying the promotion. This included TVC edits supplemented by radio coverage in 15 cities across three states (Tamil Nadu, Andhra Pradesh and Karnataka) to increase the frequency of promo messaging. In addition, print insertions were undertaken in two top dailies in each of the three states along with cinema activation. This was not all; even on-ground, especially in the trade outlets, there was focused in-store activation with special promo point-of-sale material. The special promotion labels were initiated for the three markets that helped spread awareness for the promotion.
What were the challenges?
The challenge was to create a consumer promotion that was in sync with the brand philosophy so it would add back to the brand's health along with driving transactions for the brand.
The other challenge was to identify an exciting gratification. Many options were evaluated to ensure the promo generates interest among its target group, particularly for the technologically savvy youth, which is always connected and constantly updating themselves. For them, tablets were a huge draw and, thus, selected as the gratification.
Can you give us some statistics on the impact of these schemes on the sales and the brand?
The promotion drove consumer engagement like never before - we garnered 7.5 lakh entries in just 45 days. The promotion resulted in a considerable volume growth for Sprite during the promo period. Sprite delivered a robust consumer promotion that was in line with the brand philosophy of Chalo apni chaal. It helped in positively impacting important business and consumer metrics and resonated well with the core target audience.
Will such schemes work in the future?
As marketers, it is our responsibility to constantly innovate and find unique and interesting ways to engage with our target audience. We need to involve our consumers in our evolution process, as brand communication today is a two-way process. While the Sprite Samsung Galaxy Tab promotion received a great response, we will look to evolve and innovate so as to give our consumers something exciting to look forward to every time.
Don't sales promotions harm a brand in the long term?
Our promotions are essentially an extension of various ways of connecting with the consumer. It is vital for the brand promotion to be in tandem with the values of the brand. As long as the promotion resonates with the brand persona, it will always enhance the brand and make it more relevant to the consumer..
"Sprite-Samsung Galaxy Tab"
Aim
To connect and engage with a wider consumer base through their key passions of mobile and SMS
Target
Technologically-savvy youth
Plan
The promotion was planned on PET bottle packs including popular packs for on-the-go refreshment for youth. The scale of prizes was grand: six Galaxy Tabs were up for grabs every day of the promotion for a period of six weeks
Outcome
We garnered 7.5 lakh responses in just 45 days
The Sprite-Samsung Galaxy Tab promotion has been one of the most exciting and engaging promotions for Sprite. The promotion was a call to all consumers who are confident, believe in themselves and have the inventiveness to rise up to the challenge and beat the odds. The initiative gave Sprite fans across the country an opportunity to win Galaxy Tabs. The promotion also leveraged the growing popularity to connect and engage with a wider consumer base through mobile and SMS. Tabs reflect quick thinking, ingenuity and stand for something different from the conventional.
Who was the primary target for the promotion?
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Why was the promo designed in such a manner?
Our starting point was the main campaign of the year, Chalo apni chaal. The prize, Samsung Galaxy Tab, resonated brilliantly with the youth. Further, the promo was planned on PET bottles and other on-the-go packs.
We created an exciting consumer engagement idea from this which was brought to life through the promotion commercial. In a humourous, fun and witty tone and setting that is characteristic of Sprite, the TVC depicted how, while people struggled and attempted to do the most painful things just to impress others and get a Samsung Galaxy Tab, the Sprite protagonist finds a witty solution driven by his brand of choice: Sprite. The scale of prizes was grand: six Galaxy Tabs were up for grabs every day for a period of six weeks.
Can you elaborate on the media plan?
There was a full 360 degree marketing and trade plan for the promo. A high decibel media plan helped in amplifying the promotion. This included TVC edits supplemented by radio coverage in 15 cities across three states (Tamil Nadu, Andhra Pradesh and Karnataka) to increase the frequency of promo messaging. In addition, print insertions were undertaken in two top dailies in each of the three states along with cinema activation. This was not all; even on-ground, especially in the trade outlets, there was focused in-store activation with special promo point-of-sale material. The special promotion labels were initiated for the three markets that helped spread awareness for the promotion.
What were the challenges?
The challenge was to create a consumer promotion that was in sync with the brand philosophy so it would add back to the brand's health along with driving transactions for the brand.
The other challenge was to identify an exciting gratification. Many options were evaluated to ensure the promo generates interest among its target group, particularly for the technologically savvy youth, which is always connected and constantly updating themselves. For them, tablets were a huge draw and, thus, selected as the gratification.
Can you give us some statistics on the impact of these schemes on the sales and the brand?
The promotion drove consumer engagement like never before - we garnered 7.5 lakh entries in just 45 days. The promotion resulted in a considerable volume growth for Sprite during the promo period. Sprite delivered a robust consumer promotion that was in line with the brand philosophy of Chalo apni chaal. It helped in positively impacting important business and consumer metrics and resonated well with the core target audience.
Will such schemes work in the future?
As marketers, it is our responsibility to constantly innovate and find unique and interesting ways to engage with our target audience. We need to involve our consumers in our evolution process, as brand communication today is a two-way process. While the Sprite Samsung Galaxy Tab promotion received a great response, we will look to evolve and innovate so as to give our consumers something exciting to look forward to every time.
Don't sales promotions harm a brand in the long term?
Our promotions are essentially an extension of various ways of connecting with the consumer. It is vital for the brand promotion to be in tandem with the values of the brand. As long as the promotion resonates with the brand persona, it will always enhance the brand and make it more relevant to the consumer..
"Sprite-Samsung Galaxy Tab"
Aim
To connect and engage with a wider consumer base through their key passions of mobile and SMS
Target
Technologically-savvy youth
Plan
The promotion was planned on PET bottle packs including popular packs for on-the-go refreshment for youth. The scale of prizes was grand: six Galaxy Tabs were up for grabs every day of the promotion for a period of six weeks
Outcome
We garnered 7.5 lakh responses in just 45 days