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CASE STUDY: Coca-Cola Great Britain use mobile to reach audience

Provided by i-movo
Sampling campaign conducted in selected UK "impulse" retail locations resulting in over 200,000 products given away.

What was the Challenge / Background of the Campaign?

In May and June 2009, Coca-Cola Great Britain (CCGB) carried out a highly effective mobile coupon campaign, powered by digital voucher specialists i-movo, using the PayPoint network simple steps for consumers aged 12 years and above to get a free drink. 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. Using the PayPoint terminal it meant that vouchers could not be used twice.

What was the Campaign Objective?

Build brand awareness amongst a focused audience and increase frequency of purchase.

What was the Solution?

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. 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.

What were the Results?

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. PayPoint handle over 9.5 million transactions, on average, every week from its 22,000 retailers so the terminal is familiar and completely trusted by staff. Staff instructions were also included in the text message containing the voucher, on the in-store displays and at the end of the campaign, hundreds of thousands of drinks given out.

What were the Key Learnings of this Campaign?

Coca-Cola has made the most of the relationship our stores have with their local communities to make this promotion such a success. "It's been brilliant," said one independent retailer contacted by Convenience Store magazine, "We've given away hundreds of bottles and the interest has bought more people into the store." 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 cost.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPayPoint handle over 9.5 million transactions per week
10 - 15
16 - 24
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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