Campaigning for the Ultimate Lunch Box Treat
Case Studies, Press Release
Brand activations and sampling have long been known for their potential to boost product sales, so when the much loved South African brand Coco Pops teamed up with Isilumko Media, specialists in the activations field, the results achieved were extraordinary. The Coco Pops Cereal Bar activation campaign ran for 8 weeks between February and April 2010 in five of South Africa’s main metropolitan regions; Durban, Port Elizabeth, Cape Town, Pretoria and Johannesburg.
Hello World Agency entrusted their client’s latest product offering, the Coco Pops Cereal Bars, to activation experts Isilumko Media to officially introduce the “Ultimate Swop” for lunch box treats to South Africans. The main objectives of the campaign included a sales drive to run congruently with a drive for competition entries into the “Ultimate Swop” competition. The competition is running an sms line through which entrants reveal what they would swap for a box of Coco Pop bars; some would even swap their sisters, clothes and their dog. Through the “scratch & win” element, shoppers stood a chance to win R10 000 worth of instant prizes such as free boxes of Coco Pops cereal bars and cash prizes. Ten lucky winners have each won a year’s supply of a variety of Coco Pops Cereal Bar flavours and will go into the draw for the grand prize of R20 000.
Incorporating in-store and intersection activations; with sampling opportunities for potential customers to test the product, maximised coverage in the targeted regions. The campaign plan aimed to reach 95 retail stores and 30 high-traffic intersections in the five selected regions. 
Return on investment is first on a client’s check list when such a campaign is embarked upon and Isilumko Media never fails to deliver in this respect. The first two weeks of the campaign saw sales sky rocket; with Johannesburg and Durban out performing other regions by far. The campaign is still underway until the end of June 2010 but from initial figures it promises to be very successful.
Partnering a strong brand, such as Coco Pops, with Isilumko Media would inevitably produce only one result: a successful activation campaign that exceeds expectations and brings well-loved favourites to the people.
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