Morning Fresh Kitchen Makeover

Mobile Marketing

Dubbed ‘The Biggest Promo Ever’, the Gulder Ultimate promo was many campaigns in one. One part was a national consumer promo offering gifts and airtime, while the other was ‘The Ultimate Chase’ which saw Nigerians compete with each other in a physical race and treasure hunt. The multi-faceted campaign saw iConcepts provide solutions for the entire mobile promotions segment.

This was the biggest promo handled by iConcepts in recent times. We ran draws in 6 cities- Port-Harcourt, Enugu, Owerri, Ibadan, Lagos and Onitsha.Short-code service platform, unique code generation, airtime vending platform, E-draw platform, support platform, gift selection and presentation.

iConcepts generated the unique codes consumers texted to the campaign short-code to win instant gifts or enter into the raffle draw. Draws were held in Port-Harcourt, Enugu, Owerri, Ibadan, Lagos and Onitsha. We provided full coverage for the draws, deploying the E-draw system on location and moving with the client from city to city, bringing joy and fun to consumers nation-wide.

Gulder being a household name already, the brand name was further enshrined in consumer’s memories as a brand that stood for extra-ordinary things. From the launch of the campaign with the world’s largest poster, to the treasure hunt and the millions of instant gifts and prizes; the campaign was a resounding success.

 

With the aim of rewarding its consumers during the recession, PZ’s Morning Fresh initiated the Kitchen Makeover consumer promo, which aims to give its consumers the opportunity to win up to N1m in kitchen utensil or equipment by buying a product of N300. With over N40m worth of gifts on offer to be won, iConcepts deployed a Scratch & Win promo, helping Morning Fresh reach its consumers, manage relationship between relevant government regulatory agencies and manage the campaign execution successfully.

Short-code service platform, unique code generation, airtime vending platform, E-draw platform, support platform, Bulk SMS, gift selection and presentation, customer care centre, Interface between Consumer Protection Council and National Lottery Regulatory Commission. iConcepts generated unique codes and printed the silver scratch panels for client’s products. Consumers scratch the panel to reveal the unique code, which is texted to the campaign short-code and the customer wins instant gifts.

The campaign was integrated with Digital by using Facebook as a points aggregation platform. When customers send in their codes, their points increase on the Facebook platform where after, they are entered into the draws. Draws were held in 4 cities- Abuja, Port Harcourt, Ibadan and Lagos. Bulk SMS was used to create pre-campaign awareness and notify customers entered into draws of location and dates for the draws.

This tactic ensured live winners were present at every draw location for the campaign. We also deployed a full-service customer service centre for the promo, resolving customer questions and inquiry in different languages (Igbo, Hausa, Yoruba and so on). Morning Fresh used the Kitchen Makeover campaign to delineate its audience and also engage them in the practice of proper kitchen maintenance. The campaign was a brilliant way to extend the brand by expanding the consumer’s scope beyond the sink to the entire kitchen.

A very ecstatic consumer, Mrs. Akinbobola Mojisola from Akure, Ondo State, who emerged winner of the grand prize of a kitchen makeover stated that prior to her winning the grand prize, she never believed in consumer promos, but she’s now a believer and it’s all thanks to Morning Fresh.

Stats

  • 1.5m codes printed
  • 800k bottles of Morning Fresh sold
  • N40m worth of prizes distributed
  • Over 90000 entries processed