Intro
Nounou is a brand of Friesland Campina, with a big range of products, such as: Condensed Milk, Long Life Milk, Milk Cream, Cheese and Yogurt. To celebrate the 80 years anniversary of Nounou in Greece we created a mega promo in all supermarkets and POS with an enormous reward.
Challenge
The 80 years of Nounou’s presence in Greece, was a reason for the brand to communicate with it’s consumers and reward them for their loyalty throughout these years. Nounou’s consumers are of all ages and their products are sold literally everywhere. Therefore, we had to find a mechanism that would be easy and appealing to all of it’s consumers and applicable to every point of sale.
Solution
All NOYNOY products were in promotional packages with special offers. Additionally, a specially marked sticker existed in all promotional NOYNOY packages, where a unique code was printed. In order to participate, consumers had to send their code by SMS OR Call to give their code to the agents of a Call Center OR Give their digit code through IVR. An innovative back end platform was created where we could monitor and analyze in real time all participations. Through daily electronic draws, 8.000 consumers in total won coupons of 20€ or 80€ value for purchases of their choice in Super Markets. Furthermore, 8 consumers – that were drawn among all those who participated – had the chance to win 80.000€ each, through a special insurance-based event. For further communication of our promotion and of NOYNOY’s 80 years presence in Greece, a mini site was created, were consumers could see among other things the history of NOYNOY’s 80 years presence in Greece, how to participate to the promotion, print ads & TV spots of the last 80 years, winners of each day,etc. In all point of sales, the promotion and the special offers of NOYNOY products were communicated heavily through POP materials, while the Sales Department was exposed to the promotion through a special sales event that took place.
Outcome
More than 550.000 consumers participated in the promotion and the word of mouth was huge, as every day there were hundreds of winners. During the first days of the promotion, most of the promotional packages were sold out and a new line of production had to be planned in order to meet the promotion need.
