Super M chooses 34

With the consistent aim of bringing potent ingenuity to life below the line, agency 34 has launched the Super M "CHOOSE YOUR CHILL. CHOOSE YOUR PRIZE" campaign. The main objective of this campaign was to engage the target by getting them to vote for how they chill in their free time.

Under the single-minded proposition of "JUST CHILL", this 14-week, nationwide campaign was launched in September 2010 on all 300ml variants, accompanied by a 30'sec TV ad, in-store POS and a bandit MXit campaign. Entry mechanic was simple. Consumers had to USSD in the unique code found on the back of a 300ml Super M promo pack and then select what best reflected their idea of chilling, by choosing one of the three categories: beats for music, threads for fashion and flicks for movies.

To find out about other ingenious projects 34 is busy with or to unleash this formula into your marketing mix, contact us or find out more on www.34.co.za.

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