Problem
National Cholesterol month! A really key time for Benecol, so naturally they came to us to drive up sales of their range of products.
Insight
A WHOLE month devoted to raising funds for HEART UK and raising awareness of the dangers of high cholesterol – exactly when Benecol should be at their most active.
Their products are proven to lower cholesterol – so we wanted them to be the first brand people think about when they want to address this big issue.
We also found that 53% of adults in this country had made a New Year’s resolution to make a bucket list – a random fact which got us thinking…
Idea
We created a prize draw to help give people a real incentive to buy Benecol during the month (and to celebrate Benecol’s 25th birthday at the same time – two briefs, one stone)..
The promotion was advertised in Tesco, Sainsbury’s and Waitrose magazines, where a URL and QR code showed readers to a microsite dedicated purely to this campaign.
After uploading their receipt of any purchase of a Benecol product, they were entered into the draw.
But what could they win? Well that’s where the random fact from our insight comes in. 5 lucky people won a break to the bucket list location of their choice.
A trip on the Jacobite Express? Or a boat trip on Lake Windermere? The choice was theirs.
Results
With 1,152 entries, the campaign was a great success.
Not to mention 617 microsite visitors from the QR codes in print ads.
And 452 directly by searching the URL (also shown in the retailer ads).
