The below-the-line Get Chatting promotion was specifically developed to extend the Redd's above-the-line PHOLA campaign that aired on TV screens around the country. To "phola" means “to chill” and what better way to “chill” than with a refreshing bottle of Redd's! The Get Chatting promotion enabled Phola time, with free airtime to call friends and family to arrange the next Phola.
How did it work?
Consumers could purchase 660ml or 340ml specially branded promotional packs of Redd's and send in the PHOLA code found under the crown. A reply message instantly confirmed whether their bottle of Redd's contained free airtime or not.
The promotion was managed and executed by specialist brand activation agency, thirtyfour, who negotiated special test permission to use the cellular networks' USSD platform. MD Morné Fourie explains, “This is the first time that USSD technology was used for one promotion across Cell C, MTN and Vodacom networks. By not using conventional SMSes but rather a specially developed USSD interface (similar to the technology consumers use to recharge their cellphones), we were able to structure the promotion in a completely different way. The potential airtime giveaway and all the handling costs were covered by Fixed Fee insurance.”
There were over three million chances to win and free airtime was available to all Cell C, MTN and Vodacom prepaid subscribers. Free airtime was sent directly to the handset and available immediately for consumers to Phola with.
A whole lot of PHOLA'ing going on
With 30 000 outlets participating in the promotion, the Redd's team looked forward to a positive public response. But they were in for a BIG surprise! The overwhelming response was greater than anyone could have anticipated with over 29 million USSD responses received during the promotional period.
Lauren van Wyk, Executive Brand Manager for Redd's explains, “I don't think any of us expected this type of response! To have over 10.2 million successful entries on a brand this size is simply unbelievable. We are thrilled with the results and so happy to have been able to reward 1.56 million loyal Redd's drinkers with loads of free airtime.”
Activations in action
The Get Chatting promotion was supported by 84 activations at venues around the country. There were DJs, activators and great instant prizes up for grabs, including brand new cellphones.
Bottom line
The sales volume target over the promotional period saw a 55% increase on forecast sales. What is even more interesting to note is that 64% of all promotional bottles sold resulted in an entry into the competition!
Fourie sums up, “This promotion is definitely one for the record books and with over 1.9 million unique cellphone number entries, it is one of the most successful promotions SAB has ever run! thirtyfour was proud to bring consumers something new and different, rewarding them in a currency they want. Let the PHOLA live on!”
Watch this space for the latest news on upcoming thirtyfour promotions.
