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Miller in Mansion Mania
December 2005 saw the second year of the 5FM Summer Mansion competition, sponsored by Miller Genuine Draft (MGD), generate in excess of 180 000 entries. The mansion, used as both a prize on 5FM and on the ground activations, provided a platform for consumers to experience the brand first hand.
The campaign mainlined on 5FM with an awareness campaign and an SMS driven retail promotion. This generated in excess of 180 000 entries, a 200% growth in response to 2004, to win use of the 5FM Summer Mansion in Camps Bay for a week of ultimate luxury and pampering.
Says SAB National Promotions Project Manager Michelle Roodt: "The success of the campaign on both radio and retail in terms of soliciting such a large number of entries has been phenomenal. During the festive season it secured Miller Genuine Draft a large percentage of mindshare among consumers."
During the festive season activations on Cape Town's beaches drove on-the-ground awareness where consumers were 'cast' and provided with access to exclusive events hosted by MGD at the mansion.
"The beach activations, followed by the exclusive events at the mansion, allowed us the opportunity to provide consumers with a complete experiential interaction with MGD."
The SMS competition winner won a week's stay for him and four friends at the mansion. Apart from the obvious luxury of spending a week in Camps Bay's millionaires' row, winners had a chef on 24 hour standby, were chauffeur driven everywhere, enjoyed access to a six storey, R 6.5 million catamaran and had almost every whim catered for.
"The campaign excelled in all aspects of a successful activation; retail through to media, activations through to experiential."
The activation and campaign platforms were managed by Offlimit on behalf of South African Breweries.
