34 partners with Carling Black Label to launch SA's first ever consumer reward programme in beer!

As marketers we know that consumers await the end of the year holidays tirelessly as people look forward to that moment of reward when they celebrate their hard work and efforts from the year gone by.
34 partners with Carling Black Label to launch SA's first ever consumer reward programme in beer!
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This summer Carling Black Label wants to recognise the efforts of their consumers like never before by rewarding them with 'loyalty' points for every beer they purchase. In brief Carling Black Label will roll out the biggest beer rewards promotion that SA has ever seen!

With a smart combination of a cell phone-based database, internationally insured financing, and a complex loyalty strategy, 34 has created a high return rewards programme that offers consumers guaranteed rewards at a frequency that no other product that retails for under R20 has ever managed to achieve previously.

Carling Black Label's General Manager, Vijay Govindsamy, commented: "We believe in rewarding our consumers and thanking them for their loyal support over the past year. We trust that the Carling Black Label Rewards Programme will be a stepping stone for further successful campaigns in the future for our consumers."

This campaign will be in trade over a 17-week period, and with many brands fighting for consumers' attention, it is imperative that the mechanics that 34 have designed are simple enough for all consumers to understand - spanning consumers from LSM 4 to LSM 10 and from taverns and community bottle stores to city nightclubs.

Put simply the promotion will ask consumers to 'BUY Carling Black Label, COLLECT points and GET GUARANTEED REWARDS of cash and airtime' of between R3 and R1000. The 'guaranteed' messaging was critical to the 'secret formula' behind the promotion and takes a standard 'buy and win' promotion into a much more compelling space for drinkers. Why swop to a competitor brand for a chance to win something when you know you will be rewarded if you stick with Carling Black Label?

34 MD, Morne Fourie, confirmed "it is the complex back-end planning and implementation that is allowing our consumers to collect points and redeem them instantly for airtime and cash at a guaranteed rate no other brand of this size and volume has offered before. Airtime is directly loaded onto the mobile phone and cash pins are sent to the phone for easy redemption at Shoprite nationwide. There is literally no reason not to enter."

Building on the massive consumer database created during Carling Black Label Cup, 34's innovation into loyalty for the mass market is truly being put to the test and only time will tell how quickly and passionately consumers will engage.

The campaign is being supported by a fully integrated communication plan brought to life by Ogilvy Cape Town (ATL), Ogilvy One (Digital), FoneWorks (Database/Cell Phone Entry) and Initiative Media (Media) and launched into the market on October 4th. The digital campaign can be viewed online at www.carlingblacklabel.co.za and www.facebook.com/carlingblacklabelsa and will offer consumers further rewards and prizes. Whilst the brand awaits the first few weeks of results, there is no doubt that this Smart Thinking is leading SA to new levels of consumer loyalty engagement.

10 Oct 2013 10:24