Campaign of the Week

Flora, an Unilever brand. The idea of the campaign is simple, but clever. Margarine is usually packaged so that under the main lid is an aluminium layer that is peeled of when opened for the first time (it keeps the product fresh). The idea of the campaign is for consumers to collect ten of these, put them in an envelope (found in stores), and mail them in. Once they have done that, they get a 100 EUR gift certificate to Finnmatkat, a Finnish travel agency. The gift certificates are sent to people by SMS or mail, and contain a unique one-time code that can be used when reserving the trip.

Simple? Absolutely. The thing I like about this campaing is the way two non-competing brands co-operate to create a clear win-win-win situation for all parties. The proposition made is so clear; by buying ten ~1.5 EUR pakets of Flora, you get a 100 EUR gift ceritificate. The brands (Flora and Finnmatkat) pretty much cater to the same market segments, so they support each other very well. Also, the gift certificates are pretty big. Consider getting something worth 100 EUR delivered to you by SMS.

We are involved in this campaing as a supplier to Lowe Forever, the marketing agency (brains) behind the campaign.

I’ll try to post descriptions from time to time about interesting projects and campaigns we are implementing, making them available under the mobile marketing category. It will be interesting to look back at stuff, and see how well the concepts have done once launched. I won’t write about old stuff we have done (that can be found on our homepage), instead I’ll write of projects when they are fresh (or when and if I’m allowed to talk about them).