The campaign aims to bring focus to the importance of dairy in a daily diet and places emphasis on the importance of balanced nutrition. “Savour Every Flavour” has been the first of its kind in dairy to use cutting edge technology to interact with consumers.
Partners NWC (New World Communication), a boutique idea design agency managing the DairyBelle campaign together with TMARC are moving DairyBelle into a new wave of technological development with their competitions. NWC’s creative director, Eureka Bos, wanted to ensure that “Savour Every Flavour” familiarised people with the variety and great flavours in the range. The creative highlights the range of flavours with high appetite appeal. The campaign persuades potential new buyers to purchase DairyBelle products and DairyBelle-lovers to continue buying and offers instant rewards to the both of them for doing so.
Utilising the unique TMARC system, consumers purchase a product and dial a code along with the bar code digits to instantly see if they have won. The TMARC model of Connect-Listen-Reach-Community delivers sustainable long term benefits to a brand.
“The system allows DairyBelle to give entrants instant access to information. Shoppers today are time starved and don't like to be inconvenienced by complicated propositions”, notes Kim Bryden from DairyBelle. “The TMARC system is designed in such a way that is of minimal inconvenience and cost to shoppers. Research shows that winners do two things (1) purchase again and (2) tell others of their success, this means that TMARC promotions create their own viral dynamic, ensuring a better success.”
The system allows the building of a concise consumer database that is able to profile consumers. The system also drives consumer interaction, increases sales and offers immediate reward after purchase, which means instant satisfaction.
The DairyBelle campaign has seen great success to date, with the brand able to track unique entrants, time of entry, individual brand performance and profiling attributes per entrant. All of this in real time.
6 x monthly winners of cash have been announced and have redeemed their prize winnings. Some of the winners to date are: Thabane Cokwe, Candice Hill, Menzi Nalorn, Debbie Frost, Nthabiseng, Motsoane and Nazeeme Lee. The campaign to date has attracted over 170 000 unique subscribers with over 750 000 entries.
For more information about DairyBelle visit www.dairybelle.co.za
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