Biz-Community (Cape Town)
17 November 2008
Revlon Realistic has just completed yet another successful In-store Campaign giving away R20,000 Cash to one Lucky Winner, Betty Green, from Gillits in KZN.
The campaign was focussed in the KZN region and included some Shoprites, Spars and Independents. Point of Sale was installed in all participating stores and Instore promoters boosted the sales over key weekends. Isoleswe ran Teaser Ads prior to, during and post the campaign. Six lucky winners won Free Hair & Facial Makeovers together with great product hampers. The Grand Prize of R20,000 cash was won by Betty Green, a single mother or five and grandmother of four, who entered with one entry from Manhattens in Pinetown.
"This has been a huge turning point in my life," said Betty, a domestic worker from Gillitts in KZN. "The promoter encouraged me to purchase the product and fill in the entry form. Although I was in a hurry, I took a chance and look how it paid off. I will only use Revlon Realistic Products from now on."
"It is very important," said Bronwen Kramer, senior Marketing Manager for Colomer SA, "to stay abreast of, and incorporate modern mobile media into all urrent campaigns, whilst at the same time, still offering the good old fashioned hard copy entry. For this campaign, and with the expert guidance of Expanding Branding, we incorporated SMS, MMS and WAP into the media mix.
Promoters were all armed with camera phones and photographed their consumers instore purchasing the Revlon Realistic product. These pics were immediately MMS'd throught to a single number provided and formed part of the entry. A WAP site was also established where consumers could download their favourite hairstyles and take them to their personal hairdressers.
We have developed quite a significant databse from previous campaigns and this now provides an excellent brand communication tool. Whenever we send out an outbound SMS to the database with the WAP link, we notice an immediate spike in sales - there is a definitely direct correlation between mobile communication and sales driving. Of all the entries we received, 38% came from SMS, 35% from Hard Copy and 27% from MMS."
Loads of prizes in the form of Ipods, Docking stations, Laptops and TV's were handed out at the Prize Giving ceremony to the top selling agents in the region. The top three instore promoters were also awarded cash prizes and product hampers, while the balance of the six lucky winners all enjoyed their Free hair & Face makeovers plus product hampers. The cheque for R20,000 was handed over and another successful campaign was completed.
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