Below-the-line activation works hard and delivers

Nestlé flagship brand Kit Kat's Score A Break promotion, which concluded last week, combined multi-media platforms to deliver a 360° campaign that is said to have over-achieved on every objective.

The company's Category Marketing Manager, Sureshnee Nair, says that the success of the promotion lies not only in the promotional value proposition offered, but in the penetration that the use of several media delivered.

“Through using social media like Facebook and YouTube through to point-of-sale and more traditional media outlets such as broadcast we were able to reach our target consumer not only en masse, but also at different need states, driving specific consumption times.”

The promotion offered R1,3 million in cell phone airtime and cash. Entry to the competition was through the purchase of promotional product containing unique codes, which were then dialled on a cell phone or registering online on the brand site. To qualify for the cash component, consumers were required to register and accumulate Break Points, again based on volumes purchased. A further radio cash draw on Metro and 5FM saw R10000 a week given away on each station over an eight-week period. Two finalists also won R75000 in cash each.