Starting at the end…
THE RESULT – 5.5 MILLION ENTRIES!!!! The largest consumer competition entry in South Africa to date!
The Brief – excite and delight the consumer and ensure that Beacon remains the dominant Easter brand (Easter isn’t Easter without Beacon).
The Solution – create a truly interactive egg hunt campaign that had consumers hunting for a Golden Egg and SMS the unique number for instant reward. Multiple platforms were used including POP, wrapper stickers, online games, SMS notifications, Beacon Bunny appearances and online social calendar as well as TV and print communication.
By following consumer trends carefully, the ‘prize a week strategy’ was conducive to the frequent repurchase cycle of Marshmallow eggs and resulted in sustained momentum throughout the 9-week promotional period. An Ops incentive scheme challenged the Ops Team to deliver an egg-ceptional performance and rewarded those bunnies that hop the extra mile!