National instore retail sampling campaign using Secure Digital Vouchers distributed by SMS attracting over 200K responses.
Competition for the attention of consumers looking for drinks for immediate consumption in the Impulse category is intense, and nowhere more so than in convenience stores, with many purchase decisions made at fixture. In May and June 2009, Coca-Cola Great Britain carried out a highly effective mobile coupon campaign, powered by digital voucher specialists i-movo, using the PayPoint network.
Execute a nationwide sampling campaign to maximise reach and impact in a way that all formats of stores from independents to multiple retailers such as as Martin McColl Retail Group could participate. "PayPoint and i-movo have created a marketing network that allows us to activate promotions for specific products in specific stores. In addition, this system allows us to run sampling campaigns across thousands of retailers simultaneously without any additional staffing costs or impact on the supply chain." said Ed Knight, head of communication, Coca-Cola Enterprises.
Selected stores with a PayPoint terminal were given point-of-sale material that instructed consumers aged 12 years and over to send the word YES followed by their date-of-birth to a shortcode to get a free drink. Valid voucher requests received a text message reply within a few seconds that included a unique code validated by the retailer using the PayPoint terminal. From the retailer's point of view, processing an i-movo voucher was simple and secure, with no paper vouchers to collect and reimbursed automatically within six days via PayPoint.
Hundreds of thousands of bottles of 'Fanta', 'Sprite' and 'Dr Pepper' were distributed free (but for the cost a standard-rate text message) to consumers aged 12 years old and over, using secure digital vouchers delivered to mobile phones. As voucher redemption was performed in real-time using the PayPoint terminal it meant that vouchers could not be used twice and that campaign managers could monitor the campaign's success in real-time.
"We are in a great position to 'think nationally and act locally' and "Coca-Cola has made the most of the relationship our stores have with their local communities to make this promotion such a success." Paul Taylor, General Manager, Martin McColl. "It's been brilliant. We've given away hundreds of bottles and the interest has bought more people into the store." Independent retailer contacted by Convenience Store magazine. "The feedback we have received from retailers and consumers alike has been hugely encouraging" Ed Knight, Head of Communication, Coca-Cola Enterprise.