34 becomes the first SA agency to use Wi-Code vouchers

34 became the first agency in South Africa to use Wi-Code vouchers across retailers when it launched Clover "Pick up one good habit with The One" campaign in January 2013.
34 becomes the first SA agency to use Wi-Code vouchers
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WiGroup, the suppliers of the Wi-Code vouchers are a software business, with a primary focus on the development of point of sale integrated mobile transaction technology.

Clover wanted to convert regular 2% milk users to The One, which contains only 1% fat, making it the ideal choice for women who want a lower-kilojoule alternative without compromising on taste.

34 becomes the first SA agency to use Wi-Code vouchers
click to enlarge
"To do this, we needed to communicate the product and lifestyle benefits - and as the campaign ran straight after the festive season when women are focusing on New Year's resolutions, the timing was perfect!" says Judy During, 34's MD.

34 developed a Facebook app where consumers could select a good habit they needed help achieving. Upon registration they would receive a R10 OFF mobile voucher for Clover The One that could be redeemed at any Pick n Pay, Checkers or Shoprite store.

Getting into a woman's headspace this time of year it was clear that they wanted to get back into a healthy lifestyle regime after the indulgences of the festive season. The incentive was also appropriate to the penny-pinched mindset that usually follows festive season spending.

A unique code was sent via SMS to the shoppers' mobile phone. When entered into the ePOS system by the teller, the shopper immediately got R10 off their purchase of Clover The One.

34 becomes the first SA agency to use Wi-Code vouchers
click to enlarge
"The simplicity of the process allowed for a much larger redemption rate than what the paper based route and we knew that this innovative route would really appeal to our target market," says Sherian King Clover senior brand manager.

Weekly mails were sent to people that had registered with words of advice, support and encouragement. The campaign was also supported through in-store point-of-sale, print ads in top female glossy titles, activations and on-pack.

And the results speak for themselves with a 30.5% increase in fans. A 32.19% redemption at Checkers and 16% through Pick n Pay. And the campaign definitely sits well with 34's key proposition of "selling more smartly"

4 Jun 2013 12:36

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