CASE STUDY: How NDL changed people's minds about Halls
Provided by NDL
NDL helped Halls with a promotional incentive campaign to trial and reward consumers for their purchase.
What was the Challenge / Background of the Campaign?
The Story Lab and Mondelez asked us to help shoppers across Europe re-evaluate the Halls brand from a remedy for coughs and colds, to a more every day invigorating candy for adults.
What was the Campaign Objective?
- Reposition consumers' perception of the Halls brand as merely remedy & cough sweets
- Highlight Halls products as energizing sweets for adults
- Deliver a complex multi-territory instant win on pack promotion.
What was the Solution?
To incentivise trial and reward consumers for their purchase, Halls partnered with EA Games and Google Play. Retailers really got behind the promotion, using Halls' packaging and point of sale in conjunction with social and ATL channels to promote the partnership.
Together we created Halls Game On, a mobile instant win promotion across 14 EU territories. Our PromotigoTM platform generated millions of self-verifying pack codes and powered a responsive multi-language microsite to deliver a compelling instant win experience.
What were the Results?
Over 200,000 shoppers engaged in the promotion, and Mondelez and The Story Lab were very happy with the resulting step change in sales in key markets.
We collaborated successfully with many country teams across Mondelez, Dentsu Aegis, EA Games and Google, and were delighted to be awarded a Silver at The 2015 IPM Marketing Services Awards for our management of the campaign.
Play rate over 200,000 successfully delivered across 13 European markets.
What were the Key Learnings of this Campaign?
To ensure the activity was compliant and the campaign ran smoothly, we drafted the T&Cs and co-ordinated local markets, managed multiple mechanic types, dynamically seeded prize pools to maximise customer win and satisfaction rates, created web and email content, and repurposed hallsgameon.com in 13 languages, securely managing all customer data to compliantly select and notify winners.
Our Customer Experience team also made sure that the main prize winners had a fantastic brand experience.