Mick & Nick's Hansa promotion drums up over one million SMSes

“Response to the competition has been nothing short of phenomenal,” says Michelle de Gouveia, MD of below-the-line agency, Mick & Nick, which conceptualised the promotion. “Two weeks into the promotion, over 200 000 SMSes had been received, and average weekly sales had reached levels usually only seen over the December period. Now, with less than two weeks to go, the SMS count has risen to over a million.”

The competition offered the winner a seat on the HBA board, with an annual salary of R600 000. The brand's new creative platform, the HBA is a group of beer aficionados charged with approving beer styles which can bear the Hansa label.

Consumers entered by SMSing the code from their Hansa Pilsner or Hansa Marzen Gold label or ring pull. HBA scouts also visited selected bars, pubs and restaurants, where they chose consumers to be interviewed for the sought-after position.

De Gouveia says the competition has improved brand awareness and comprehension, as well as affinity. “The interview part of the activation, for instance, which aimed at finding out whether consumers were worthy of the board position, consisted of a number of brand related games and tasks, such as having to identify the rich amber glow of Hansa Marzen Gold.”

With entries now closed, the competition will end with the final live play-off on Metro FM on 29 August, where the scouted finalist will compete against the SMS entry winner for top honours.