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Home > News > From the vault - Best SP ever
From the vault - Best SP ever
Bhavna Mistry, marketingmagazine.co.uk, 14 December 2006, 12:00AM
The entertaining and interactive campaigns came out tops when P&I canvassed readers in its best SP
ever poll, says Bhavna Mistry.
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The big idea: when it came to voting for your choice of outstanding promotions, this was the uniting factor for
the thousand-plus discerning P&I readers who logged on to P&I's bestSPever intiative.
Some 1,665 of you logged on to the bestSPever.com site to vote for your choice of most outstanding campaign
from a list of 50. The full results are set out on the following pages, but the top five campaigns - Weetabix
House, Ribena's Win a Donkey, Cadbury's Creme Egg Mystery, and Heinz's Win a Home - reflect just how
important that big idea has become when it comes to successful and enticing work.
"All the campaigns listed have factors that pick them out from the crowd.
But it was those campaigns that broke the mould and almost created the promotional mechanic which rose to
the front of the list," says Nigel Owens, now business director at RMG Connect and formerly client services
director at STO Response, the WPP shop which created the bestSPever website.
What they also have in common is the fact that they all captured the public imagination with creative that was
entertaining and interactive, today's prerequisites of successful activity.
The bestSPever initiative launched in June with the objective of finding the most outstanding promotions as
voted by marketers across disciplines and categories. From your votes, we've graded those promotions that
you believe make the best SP ever. Given that the judging procedure relied on the collection of people whose
knowledge and expertise in marketing is second to none - our readers - these top campaigns should be rightly
proud of their achievements.
1. WEETABIX HOUSE
Like most of the players in the multi-billion pound cereals category, Weetabix is a sales promotion aficionado.
But when it launched its House promotion at the end of February 2002, it was breaking the mould.
The push, through Dialogue, was flagged up on-pack and gave consumers the chance to win prizes from a
stash of goodies worth £1million in total. What made this activity stand out in the cereal category was the
online element.
While the internet had established itself as a defining feature of the promotional marketing landscape, it was
still being used as an additional channel, offering the same promotions on pack as online, rather than utilising it
as the major element. And cereals were still pretty much trading off the tried-and-tested mechanics of coupon
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collector schemes, in-pack giveaways and self-liquidating promotions to shift product.
Weetabix House built on the insight that the internet was a perfect vehicle for its core family market, and used
that to drive its promotional activity.
Creative focused on a fictional Weetabix house online, looked after by Fred the security guard and Doris the
housekeeper.
The house had six rooms in total - a garage, kitchen, kids' den, lounge, study/gym and shed - with each
represented on a different pack design.
The prize giveaway was detailed on-pack, with information about how to enter on the back. Consumers were
given a code found inside promotional boxes with which they were then directed to the website. Fred guarded
the house while the code was entered to see whether it was a winner. Winning codes gave the consumer
access to the house where they could wander through to view all the prizes.
As with any online campaign, the issue of security was a major concern, and was addressed by asking for
paper verification: winners not only had to enter the code and choose their prize online, but they then had to
send off their printed code on a form found on-pack.
The house showcased 3,500 prizes in total, which provided the impetus for consumers to "get in there early to
get the pick of what was up for grabs" says Jerry Higgins, then group promotions manager at Weetabix.
Supporting the promotion was an above-the-line campaign devised by Banks, as well as POP and further in-
store material.
So the House promotion had friendly characters in both Fred and Doris, which encouraged playability. It ran
across all pack sizes to encourage repeat purchase. And coupled with the advertising support, it was set to
achieve its twin objectives of converting new and lapsed consumers at the same time as retaining the loyalty of
its regulars.
As Mark Whitmore, director of Swordfish, said in his review of the campaign for P&I, it ticked the boxes in his
three Ps rule for prize draws: prizes (how much do I want one?); probability (what are my chances of
winning?); and playability (how much fun is it?).
It worked for consumers too. The promotion increased sales by seven per cent, breaking all previous Weetabix
records; average weight of purchase increased by seven per cent, and it generated more than 730,000
entrants who spent an average of eight minutes on site viewing on average seven pages. It also picked up the
Grand Prix, platinum, a gold and bronze at the 2003 ISP awards, making Weetabix that year's most successful
promoter.
2. RIBENA WIN A DONKEY
It started with 10 people meeting at GlaxoSmithKline's offices, including representatives from Ribena's brand
team, customer marketing, sales, ad and below-the-line agencies. On the agenda was a brainstorm for tactics
on Ribena's Shrek 2 licence. The result was Ribena's Win a Donkey, through Billington Cartmell.
The objective was to rack up £5.6million in incremental sales. The Ribena team focused on the donkey
because "it was the funniest character" and helped the drink to achieve standout from other Shrek activity, said
then brand manager Beth Allen.
The ubiquitous donkey ran on pack across Ribena's entire product range.
The top prize was a real donkey (from a sanctuary) as well as thousands of prizes of cinema tickets and three-
foot inflatable donkeys. The top prize winner also received a £1,000 travel allowance to visit their donkey, and
the push was supported with fully integrated PR, cinema, viral, website, in-store and TV advertising.
Love it or hate it, the push was a huge success, delivering incremental sales of £6.86million - 22.5 per cent
over target - and scooping three gongs at the 2005 MCCA awards.
3. ANDREX FREE BEANIE PUPPY
Think Andrex and you think puppy. Man's best friend in miniature is inextricably linked with Andrex, symbolising
the softness and strength that are at the core of the brand. The puppy has featured in nearly 120 commercials
since its introduction in 1972, helping to drive a market leadership that spans more than 40 years.
Promotionally, too, the puppy has delivered for Andrex. The brand's bean puppy self-liquidating promotion,
which launched in 1999 through SMP, asked consumers to collect four proofs of purchase and send £2 to claim
a beanie puppy. The campaign exploited the long-term brand association between Labrador puppies and the
Beanie Babies phenomenon.
In addition, the push incorporated some deft touches: the puppy came with its own carry pouch, and
consumers could name their puppies and have that name lasered on to a birth certificate The budget was
£910,000 based on an initial order of 400,000 beanie puppies.
Redemption levels topped a million, resulting in a 3 per cent share increase during the promotional period,
which drove volume share to 32.9 per cent.
Some 12 million rolls of Andrex were sold, with a 12.5 per cent increase in purchase frequency.
4. CADBURY'S CREME EGG MYSTERY
As much a national event as a promotion when it ran in 1984, the Cadbury's Creme Egg Mystery was the result
of a masterful big idea from Triangle.
The agency came up with the first of the treasure hunt ideas that are still favourite brand ruses today - think
Mercedes' Pirates of the Caribbean hunt which ran over summer. Twelve Faberge-style eggs were hidden in
secret places all over the country. Customers sent in 12 wrappers to claim a book of clues.
Someone came across one of the £10,000 eggs by chance, generating huge amounts of publicity and firing the
public imagination. People started hunting for eggs all over the country and there was an uproar when treasure
hunters even started digging at Stonehenge.
It generated Cadbury's highest-ever brand share for Creme Eggs, said Triangle founder Roger Hyslop, who
was apparently still getting entries 15 years later.
4. HEINZ WIN A HOME
Heinz has a heritage of on-pack instant wins with big prizes and Win a Home followed in the tradition of pushes
such as Car A Day. That push came in at number two when P&I canvassed the great and good of the industry
for their best ever SPs some six years ago, because of its status as the first big instant win.
By the time Win a Home, through Dynamo, hit shelves for a six-month run in October 2003, Heinz was a
consummate on-pack player and splashed the push on a total of 285 million cans across three of its key
ranges: beans, soups and pasta.
The aims were to raise awareness and increase average weight of purchase in the face of a declining
category, as well as maintaining its premium price positioning.
On offer was the chance to win one of four Crest Nicholson homes. The instant win mechanic featured a
specially designed cradle inside the winning cans that opened up to reveal a golden house. The activity was
supported by two bursts of a dedicated TV ad, as well as press and PR activity.
A second-tier of prizes allowed consumers to collect labels for branded Heinz crockery.
According to Heinz central marketing manager Angus Peterson: "Within the first 11 weeks of a six-month
campaign, we had generated positive ROI and achieved 85 per cent of our volume target. The promotion
demonstrated our support to retailers and delivered real volume growth on the products it supported. It was
positive on awareness and penetration, and provided excellent additional display in store, which gave us
standout."
BEST OF THE REST
6. Brand name: McVitie's
Agency: Catalyst
Campaign: Dunk for Britain
7. Brand name: Quaker
Agency: Haygarth
Campaign: Snack Bar Amnesty
8. Brand name: McDonald's
Agency: The Marketing Store
Campaign: Monopoly
9. Brand name: Ribena
Agency: TBA
Campaign: Harry the Lime
10=. Brand name: Coca-Cola
Agency: ZGC
Campaign: Coke Auction
10=. Brand name: Coca-Cola
Agency: BD-Ntwk
Campaign: Win a Player
10=. Brand name: Nescafe
Agency: Billington Cartmell
Campaign: Love Actually
10=. Brand name: Tetley's
Agency: Perspectives (STO Response)
Campaign: Kick for a Million
14. Brand name: Innocent
Agency: In-house
Campaign: Supergran - Keeping Little Bottles Warm at Christmas
15=. Brand name: Dove
Agency: Triangle
Campaign: Dove Firming 2004 - Real Women
15=. Brand name: Tesco
Agency: In-house
Campaign: Computers for Schools
17=. Brand name: Cadbury's
Agency: Triangle
Campaign: Txt n Win
17=. Brand name: Walkers/Comic Relief
Agency: Marketing Store
Campaign: Whoopee Cushion promotion
19=. Brand name: Daily Telegraph
Agency: IMP (now Arc)
Campaign: Telegraph Fantasy Football
19=. Brand name: Kellogg
Agency: Blue Chip Marketing
Campaign: Wake Up Your Mind - Free Microsoft Encarta Challenge CD
19=. Brand name: Texaco
Agency: HHCL
Campaign: Buried Mercedes cars
19=. Brand name: Walkers/The Sun
Agency: Marketing Store
Campaign: Free Books for Schools
23=. Brand name: Department of Health
Agency: Iris
Campaign: Sex Lottery
23=. Brand name: Hovis
Agency: Dynamo
Campaign: The Great White Prizes promotion
23=. Brand name: McVitie's
Agency: Marketing Drive
Campaign: Maths Stuff for Schools
26=. Brand name: Ariel
Agency: Arc
Campaign: Championship Whites
26=. Brand name: BA
Agency: Saatchi & Saatchi
Campaign: The World's Biggest Offer
26=. Brand name: Shell
Agency: Glendinning
Campaign: Shell Make Money
29=. Brand name: Pot Noodle
Agency: Triangle
Campaign: Find a Poodle in Your Noodle
29=. Brand name: Walkers
Agency: The Big Kick
Campaign: Win an iPod
31=. Brand name: Tango
Agency: Triangle
Campaign: Shout Down non-Tango Drinkers
31=. Brand name: Walkers - Quavers
Agency: The Big Kick
Campaign: Pokemon Giveaway
33. Brand name: Carling
Agency: The Marketing Store
Campaign: Carling Football Stuff
34. Brand name: Tango
Agency: Triangle
Campaign: Tango Football Shrine
35=. Brand name: Berol*
Agency: Perspectives (STO Response)
Campaign: World's Shortest Bestseller
35=. Brand name: Tango
Agency: HHCL
Campaign: Tango Horn
37. Brand name: Golden Wonder
Agency: Logistix
Campaign: Pogs
38. Brand name: Esso
Agency: McCann Erickson
Campaign: Esso World Cup Collection
39=. Brand name: Marmite
Agency: Dialogue
Campaign: Marmite Grid Game
39=. Brand name: Peperami
Agency: Ammirati Puris Lintas
Campaign: Fanimal - Unoffical World Cup Mascot
41. Brand name: Sainsbury's
Agency: Team LGM
Campaign: World Cup Medals Extravaganza
42. Brand name: Sainsbury's
Agency: Team Marketing Communications
Campaign: Feast of Football
43. Brand name: Dutch Meat Board
Agency: Black Cat
Campaign: Smash the ú1m piggy bank
44=. Brand name: Boomerang Media
Agency: Swordfish
Campaign: Hunt for the Golden Boomerang
44=. Brand name: Mastercard
Agency: Arc
Campaign: Priceless promotion
44=. Brand name: Nestle
Agency: In-house
Campaign: Charlie and the Chocolate Factory
47. Brand name: Coca-Cola
Agency: BD-Ntwk
Campaign: Win Music Downloads
48. Brand name: John Smith's
Agency: Carlson
Campaign: Raffle - Top Prize a Pint of Bitter
49. Brand name: Comic Relief/Sainsbury's
Agency: Team LGM
Campaign: Comic Relief
This list is based on the results of P&I;s best SP ever initiative,
an online poll undertaken in conjunction with STO Response and via text
through Kodime.
This article was first published on marketingmagazine.co.uk
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