According to brand manager Chris Edge, the latest Savanna initiative has “knocked the socks off its previous campaigns”.
The campaign, which invited visitors to the brand's mini site to create and star in their own version of “Monkey Business”, the current TV commercial, kicked off with promotional emails sent to the Savanna and EntertainmentAfrica opt-in databases.
Other consumers were enticed digitally via an online/mobile support campaign consisting of banners, promotional mailers, a Facebook page and a mobile ad that allowed them to see the top-rated clips on a WAP page. In addition, anyone typing in www.savanna.co.za was redirected to the Lemon Light mini site.
The site claims to have posted these results:
"More importantly for us," said Edge, "we noted that the click-through rate off our Savanna database was over 35% compared to that of only 19% delivered by other email lists, proving that our fans are loyal and desire brand interaction."
He added that the campaign was initially launched to Distell head office employees by a hand drop comprising a banana with the campaign URL hand written onto it. This was then repeated at various campuses close to student info centres, so that students could visit the site immediately.
The campus activation is claimed to have delivered “fantastic results” so that, at the end of the all-encompassing campaign, there was a total of 12 764 site visits, 10 422 unique visitors and 43 176 page views. For more information go www.inthelemonlight.co.za.
