October 27, 2008
Pepsi & Vodafone Ramadan Plenty Campaign )Aerodeon Turkey)
Title: Pepsi & Vodafone Ramadan Plenty Campaign
Brands: Pepsi and Vodafone
Category: FMCG
Agency: Aerodeon Turkey
Region: Turkey
Time line: 16.08.2008 – 15.10.2008
Goal:
The aim was launching a creative and unique promotion campaign that would increase Pepsi’s sales during the end of summer and Ramadan period and Vodafone subscribers’ loyalty via afforded occasions as a part of Vodafone Loyalty Program, while creating word-of-mouth by differentiating with “Stay Online” tool and “Mobile Bank” prize that the campaign would present.
Mechanism:
The campaign is developed with a strategy that each participant should win a prize.
Participants were asked to text, or enter on a special web page designed for the campaign, the unique code under the Pepsi lids, Pepsi cups that are served with Burger King XL menus, and pulling tabs to Vodafone 3323. In return, participants won 5 credits/2,5 minutes or 100 credits/50 minutes, as well as 10-20-40 YTL )equivalent to 8-16-32 USD) “Mobile Bank” prizes. Mobile Bank prizes were given away hourly. The first 11 participants of each hour won the prizes. Mobile Bank prize winners draw the amount the won from Garanti Bank ATMs all over the country, by entering the password they received to their mobiles.
Besides, other instant win prizes such as 5 units of free SMS and subscription of News Service were delivered throughout the campaign. News Service included 1 month free subscription of news about the most popular 4 football teams in Turkish League.
The “Stay Online” tool was developed to keep high interaction with participants. A question was sent to all participants the day after their first participation. If the participant’s cell phone was open, he/she would receive the question, if not the participant would miss the second step of the campiagn, therefore chance to win more credits. If the participant answered the question correctly between, he/she would won extra credits/minutes and Mobile Bank.
Results:
The campaign was met by great appreciaton by consumers with 7.3 million total participation; 5.9 million of this volume is generated during the 1st phase. The campaign was generated 1.7 million unique participation which is one of the highest participation number in Turkish mobile marketing history. Half of total unique participants responded to daily questions. The campaign met expectations of both Pepsi and Vodafone brands by generating high volume sales and high response rates, with the support of ATL and BTL promotions.
