The national campaign aimed to create an awareness and further reinforce the sugar-free dental candy in the LSM 8 to 10 market.
Research conducted at restaurants, where the promotion took place, showed very positive results in terms of recall - both for the Smint advertisement and the brand with 60% of all respondents recalling the advert after interacting with the promotion, and 93% recalling the brand. Of the respondents, 75% also stated that, after seeing the Smint advertisement in the bill folder, they would consider buying Smint.
Further telephonic research, run two weeks after the on-site research, revealed that 47% of these consumers had purchased Smint following the bill folder campaign. Of these consumers, three-quarters said they had been using other brands in competition with Smint at the time.
“This is a high conversion rate, showing the effectiveness of the Billads campaign and how well it works together with other promotional elements, such as samples and scratch cards,” says Nine Mile Media's Managing Director, Craig Segal.
“Of the consumers interviewed telephonically, 59% still recalled that Smint was being promoted in the Billads bill folders two weeks prior.”
Danie Woudberg, Area Business Manager for Perfetti, which owns the Smint brand, says the company was very happy with the campaign results. “We reached over 600 000 targeted consumers through the campaign, which was in line with our need to communicate with the consumer directly, to initiate an immediate reaction and a call to action.”
A free sample - either Wild Berry or Mint flavour - was given to consumers to convert them into Smint users. Excitement was created around the campaign through a scratch and win card, which gave consumers the opportunity to instantly win up to R150 off their meal. This call to action was controlled from end-to-end by Nine Mile Media.
Segal explains: “Billads is an effective mechanism to sample products to a specific audience. We do weekly stock checks and distributions of samples to each site to minimise wastage. We also conduct mystery shopper checks on a regular basis, which combined with the weekly monitoring ensures the effective running of the campaign.”
For Woudberg this reduction in wastage was key to choosing the Billads platform. “In the past the brand has focused on restaurants, but implementation and wastage has been a problem. Billads was able to overcome both these limitations as it offers a wide and extensive number of restaurants nationally and an excellent monitoring system.”
ABOUT BILLADS Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month - through over 600 up market restaurants, coffee shops and hotels nationwide. Site exclusivity for a brand is standard.
For further information call Nine Mile Media on: 0861 64 63 64 or 0861 NINEMILE.
