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CAMPAIGN DESCRIPTION
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• National campaign lasts for 3 months
• Registration channels – messages, internet and
hotline
• Communication tools:
- media: TV support, Internet, Magazines
- products: 5000000 campaign labels in conservation,
150000 campaign labels in freezing
- POSM: branded palettes, shelf stoppers, posters within points of sale
- SMS: distribution for previous participants in promo (18000 SMS).
• Expected results: 70000 – 80000 participants,
database, brand awareness

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• Campaign takes place from 14.10.2011 till 14.01.2012:
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CAMPAIGN TIME AND
DURATION
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most of buyers buy product at least once in three months
we offer to start this campaign on Friday, October 14
most of buyers buy products on weekends
a great number of buyers start to buy conservations vegetables in late October.
• Most of buyers use vegetables for salads (for dinners or friends
parties). Salads are especially popular during holidays (New Year,
Christmas, Old New Year and other winter holidays in Ukraine
• 14th of October is an important date of the promo program start, as
beginning from the 1st of November the risk of the promo’s getting
lost among all other manufacturers’ promos is starting to grow
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CAMPAIGN MECHANIC
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• A buyer buys two packages of any of Bonduelle
products, saves a receipt and then registers it. Receipt
can be registered by SMS, on the web or via hotline
• After the drawing a buyer wins a gift, and if his number
wasn’t lucky he continues to participate in next lotteries
• We have 1000 guaranteed gifts for first 1000 participants
who registered 2 or more packages
• Consumers can register unlimited amount of receipts
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• 1 main prize draw at the end of promo
• 3 every-month draws
• 13 every-week draws
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CAMPAIGN TIMING
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SMS CASES FOR SIMILAR TA:
UNILEVER
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Dove: «I am for Dove!» 2010
Multilevel prize drawing:
• Buy a promo product, register the date of purchase via sms in DDMMYYHHMM
format by sending and sms to number 4440 (standard tariff) or on the website
www.dovepromo.com.ua
• Participate in drawing every hour (razor blade Schick Quattro for women) and every
week (the certificate for 1000000 UAH for attending spa-saloon), and get a chance to
win the main prize – the certificate for a trip to DOVE SPA-Center in Germany
• Period: 3 months (May – July)
• Note: no unique codes used, a 10-symbol purchase date is used for registration
(DDMMYYHHMM) Example: 29.05.2010, 10:05 is written in such way: 2905101005
• Announcing: POS in trade points (posters, voblers), promo website
• Participation channels: SMS, WEB.
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SMS CASES FOR SIMILAR
TA: TETRAPAK
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Tetra Pak/«Highest Milk Standard» 2009
Multilevel prize drawing:
•
Find a unique 9- or 12-symbol code on the product label
•
Register code via SMS by sending it to the number 7090 (standard tariff), on the website
www.moloko.in.ua or via calling a hotline 8 800 500 2 300
•
Participate in: weekly drawing of the following prizes: 5 swimming pools, 5 tents, 5 swings
(carousels)
•
Guaranteed prizes for those who send promo codes via mail (cosmetic cream, fridge bag, beech
umbrella)
•
Period: 3 months. (July – September)
•
Note: open code was used (for this reason prize drawings were postponed to escape fraud; in
order to get a prize one should have shown the corner part of a product package with a code
•
Announcing: TV-commercial, POS in trade points, promo product package, promo website;
•
Participation channels: mail, SMS, WEB, 0 800
•
Results: reply rate concluded 5% of promo products number (SMS - 75%, website - 23%, HotLine 2%).
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• We studied over 20 different cases of similar Advertising Campaigns
for FMCG brands. As a result we summed the information about
average communication channels using rate:
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SMS: 70-80% participating rate
internet: 25-30% participating rate
hotline: 2-5% participating rate.
• Participant sends in average 3 SMS during the 3-months promo
period.
• Source of information: I-Free and MobEye mobile marketing
communications agencies
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ESTIMATION OF CONTACTS
ACCORDING TO WAYS OF
REGISTRATION
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• SMS lets consumers to register much easier
than via Internet or hotline
• It lets attracting random buyers
• 70% of buyers prefer registering by sms rather
than by hotline or Internet
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SMS BENEFITS
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KPI’s
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• Main part of participants in previous campaign
was 25 – 35 years old
• 80% registered via internet and 18% – via the
hotline, 17000 participants in total
• By using SMS channel we plan to attract 56667
more participants than in the previous campaign,
who will send in average 3 SMS each. Thus the
number of purchases won’t be less than 170000
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• A participant registers
receipt, which is the
confirmation of purchase
• It lets us to use SMS as
communication channel
• Does not require any
additional expenses for
putting promo-codes on
product labels
• Allows all Bonduelle
products introduced in
Ukraine to participate in
promo
Amount of
Bonduelle
packs
Date
Time
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RECEIPT AS POP
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11. h a n g e Vi
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• The code is “120316545”, where “12.03” is
the purchase date,”16:54” is the purchase
time and “5” is the amount of Bonduelle
products purchased via one receipt
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RECEIPT REGISTRATION
EXAMPLE
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12. .c
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• Main functions are:
- general rule of action
- registration of POP
- questions and complaints.
• Taking into account the data about the number of
the previous promo participants and the data
provided by MobEye and I-Free, we assume that 2530% of participants will register on the website. This
will conclude:
- 15000 unique registrations
- 30000 purchases.
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WEB PAGE
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• Hotline is the most comfortable way of
communication for the audience of 50 years or
older
• Main functions are:
- general rule of action
- registration of POP
- questions and complaints.
• Basing upon the data from the previous promo
we are planning to get over 2000 unique
registration, 4000 purchases
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HOTLINE
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• SMS from 01.10.2011 till 01.02.2012
• HotLine from 01.10.2011 till 01.02.2012
• Website from 01.10.2011 till 01.04.2012
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TERMS OF OPERATION
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• SMS registration: 56 667 participants, 170 000 packs
• Internet registration: 15 000 participants, 30 000 packs
• Hotline registration: 2 000 participants, 4 000 packs
• TOTAL: 73667 participants, 204 000 packs we required
as minimal result for this promotion
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ESTIMATION OF PROMO
PACKS
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Advertising campaign consists of 2 stages
• Stage 1: maximum coverage during the first
month of the promo for achieving the highest
knowledge level among TA from 18 to 56 years
old
• Stage 2: Spot placement oriented on the core
TA (housewives, 24-45 years old) during the
period of big purchases before the New Year
Holiday.
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ADVERTISING CAMPAIGN
CONCEPT
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• Product with promo label (canned products) – from
01.10.2011
• Promo stickers in frozen department (150 000)
• POSM placement in trade points - from 14.10.2011 till
14.11.2011
• Media placement in press – from 14.10.2011 till 14.11.2011
and from 01.12.2011 till 15.12.2012
• Web media placement – from 14.10.2011 till14.11.2011 and
from 01.12.2011 till 15.12.2012
• TV media placement – from 14.10.2011 till 01.11.2011, с
01.12.2011 по 01.01.2012.
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ANNOUNCING &
ADVERTISING
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18. XC
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• Label – is the most important advertising element
• Basing upon the data achieved from the previous promo
and our experience, 60-80 per cent of promo participants
found out about the promo from product label
• Promo label consists of:
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red ribbon with the indicated word “Action”
big image of the main prize
slogan and the description of promo rules
images of guaranteed prizes.
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PACK PRIZE
ANNOUNCEMENT
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For sales promotion of
frozen products where
there is no possibility to
place a promo label we
will produce and install
150 000 stickers:
- red label
- indicated word «Action»
- website address.
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PACK PRIZE
ANNOUNCEMENT IN FROZEN
DEPARTMENT
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INCREASING BRAND AND ACTION
AWARENESS
STAGE 1
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21. h a n g e Vi
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PD
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POSM PLACEMENT WITHIN
POINTS OF SALES
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For achieving the highest knowledge level and increasing
the effectiveness of advertising message we propose
branding of palettes in supermarkets:
- as a result of conducting national promo, supermarkets will be
overloaded with products and we will have to make a secondary
product layout which will give us a possibility to use it as a big
advertising medium
- big and notable branding will attract much attention
- the given advertising method is nonstandard and is used rarely
by other manufacturers.
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23. h a n g e Vi
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POSM PLACEMENT WITHIN
POINTS OF SALES
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• Taking into account the data from the previous promo
where the most effective advertising medium were shelfstoppers in a canned products division
• Shelf stoppers placement is concentrated in trade points
where there is no possibility for palettes branding
• The placement is taking place only in a canned products
division. For frozen products advertising we use promo
stickers
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SHELF STOPPERS
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• Geography, 6 cities-millionaires:
- Kyiv, 10 261 000 contacts
- Odessa, 2 087 000 contacts
- Kharkiv, 3 290 000 contacts
- Donets’k, 290 000 contacts*
- Dnipropetrovs’k, 1 620 000 contacts
- Lviv, 1 067 000 contacts.
• TOTAL opportunity to see/contacts: 18 515 000
• Cost per contact: 0,01 UAH
* In Donetsk the number of contacts is indicated without taking into account the Amstor supermarket. This is
connected with a current absence of the company owner.
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KPI’S
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26. .c
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MEDIA ANNOUNCING
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• At the initial stage we need to achieve maximum number
of contacts
• Big visual with promo announcing will be placed in press
• For increasing effectiveness and achieving a synergy
effect we recommend to involve simultaneously
maximum number of communication channels: press +
TV + internet
• 14th of October is an important date of the promo
program start, as beginning from the 1st of November
the risk of the promo’s getting lost among all other
manufacturers’ promos is starting to grow
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EXAMPLE OF ½ PAGE
ANNOUNCEMENT
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28. h a n g e Vi
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PD
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SYNERGY EFFECT WITHIN
TV AND INTERNET
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TV and Web advertising campaigns are launched:
TV: basing upon the previous experience of conducting similar promos, the
most effective is a placement of 15-25-seconds promo video on primary TV
channels (Inter, 1+1, STB, Novy kanal, Ukraina)
Placement period: from 14.10.2011 till 01.11.2011
Internet: we recommend using banner advertising on primary websites
(bigmir.net, yandex.ru, i.ua, meta.ua, rambler.ru, etc). For the effectiveness
increase the banner should be viewed constantly with fixed hourly payment
(not with payment for the number of views)
Placement period: from 14.10.2011 till 14.11.2011
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.c
SPOT ADVERTISING ORIENTED ON THE
CORE TA IN A PRE NEW YEAR PERIOD
STAGE 2
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c u -tr a c k
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30. .c
N
lic
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N
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DOTTED ANNOUNCING
XC
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PD
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• During the first two weeks of December we place
advertising in the form of recipes containing
announcements of promo in magazines for housewives
• It’s the most favorable time as during the last two weeks
of December housewives have much to do and it’s
easier for them to find necessary recipe on the internet
than to go to the nearest kiosk to buy a magazine
• If a housewife buys a magazine earlier (from 01.12 till
15.12) there will be a bigger possibility that she will see
our recipe
.c

31. h a n g e Vi
e
c u -tr a c k
.c
O
N
y
bu
to
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lic
.d o
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C
w
c u -tr a c k
Simultaneously TV and Web advertising campaigns are launched:
TV: promo video
Period from 15.11.2011 till 15.12.2011
Internet: placing advertising in the form of recipes containing
announcements of promo and website address on primary culinary
websites (sma4no.net, food.ua, cookingzone.net, vkysno.kiev.ua,
feelgood.com.ua, bt-lady.com.ua, cosmo.com.ua, dietolog.com.ua,
smachno.ua, dieta-plus.com.ua, woman.delfi.ua, chef.com.ua,
ivona.bigmir.net, etc)
Placement period: from 01.12.2011 till 01.01.2012
w
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SYNERGY EFFECT WITHIN
TV AND INTERNET
W
F-
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h a n g e Vi
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PD
XC
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.c

32. .c
Geography: cities-millionaires
Magazines: Edinstvennaya, Liza, Novogodniy Stol,
Telenedelya
Edition size/number of contacts: 1 933 000
Cost per contact: 0,21UAH
N
lic
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c u -tr a c k
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KPI’S
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33. .c
• POS within trade points: 18 515 000 contacts,
CPC: 0,01 UAH
• Press: 1 933 000 contacts, CPC: 0,21UAH
• TOTAL:
- 20 448 000 contacts, CPC: 0,03 UAH
- 73667 participants, 204 000 packs
N
lic
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TOTAL KPI’S
XC
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h a n g e Vi
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PD
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.c

34. h a n g e Vi
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w
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N
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.c
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.d o
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C
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.d o
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w
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!
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h a n g e Vi
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PD
XC
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.c

35. !
bu
y
N
O
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.c
C
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“BONDUELLE EVEREDAY –
HAPPY FAMILY!”
h a n g e Vi
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to
PD
!
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c u -tr a c k
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h a n g e Vi
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PD
XC
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c u -tr a c k
Bonduelle positions itself as a family brand which offers
healthy and tasty products to all family. Offering diversified
assortment, the brand not only takes care of its consumers
but also gives them health, feast, and bright emotions.
Supporting this direction, we propose a concept which
clearly reflects brand positioning and gives emotional
colors, takes care of family values as well as Bonduelle
products. Health, wellbeing, and comfort.
.c

36. h a n g e Vi
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.c
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37. h a n g e Vi
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38. h a n g e Vi
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PD
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c u -tr a c k
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39. h a n g e Vi
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PD
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h a n g e Vi
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PD
XC
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c u -tr a c k
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