CASE STUDY: Highland Spring - New Balls for Britain
Provided by Multiply
A loyalty building campaign that was accessible to all and encouraged the nation to get active.
What was the Challenge / Background of the Campaign?
To widen appeal amongst a larger section of society, a sales promotion was required that would have broader customer appeal and encourage initial trial plus repeat purchase. Highland Spring has also long supported a wealth of sporting stars further fostering the link within consumers' minds that healthy hydration is essential for an active lifestyle and saw an opportunity to potentially maximise on this territory.
What was the Campaign Objective?
Creation of a targeted, full integrated programme of promotional activity to:
1. Drive sales with a compelling promotional programme designed to secure commitment from retail and wholesale intermediaries.
2. Strengthen brand loyalty amongst existing consumers, reducing tendency to trade into own-label alternatives.
3. Increase consumer penetration by encouraging brand switching.
What was the Solution?
Consumers were invited to collect onpack promotional codes from 22 different highland spring product varieties to redeem for a selection of branded sporting balls. Balls on offer were Mitre footballs, Gilbert rugby balls, Gray Nicholls cricket balls, Srixon golf balls and Babolat tennis balls.
To further the link with capturing a younger audience, Highland Spring simultaneously ran a community based offer on its microsite offering community groups (including schools) the chance to win one of 50 ball boxes each consisting of 52 various balls per bag.
What were the Results?
The campaign had high visibility - advertising recall in London & Scotland, delivered 94-95% total coverage with up to 32 OTS. Prompted advertising recall in Scotland was over the industry average at 22%. (SOURCE: TNS-BMRB Omnibus 15/06/11).
After this campaign, Highland Spring has seen a change in its demographic. A key segment is now young affluent families who account for a total of 18% of households and 24% of spend in the bottled water market. (stats from HS)
What were the Key Learnings of this Campaign?
There was a significant increase in reward redemptions in comparison to the previous collector campaign as rewards were branded & well known items.
A shift from physical token collect to digital code collection had a 36% increase in participation levels
High code collection quantities (to make the campaign affordable from a promotional insurance point of view) made the campaign less appealing from a consumer point of view