Case Study
Lion
Hunt the cash
Client/Brand: Nestle Poland / Lion
Action name: Hunt the cash
Type of action: B2C sales promotion
Campaign objectives 
Target group
- Core – Digital natives (18-25 years old) whose natural environment is online, mobile.
- Complementary – Millenials/Gen X (25-45 years old) – a group that represents great potential for the brand.
Implementation of the campaign
Mechanism and strategy
In our operating strategy, we focused on the maximum simplicity of the mechanism and the attractiveness of the rewards. The starting point was the current pace of life – the desire to get answers “here and now”, as well as pragmatism related to the form of prizes offered. On this basis, a lottery with instant prizes was created.
The mechanism was based on 3 simple steps:
-
1Buy a LION bar in
packaging with promotional communications. -
2Find the promo code inside
-
3Submit the promotional code inside the package to Lion.co.uk.
Communications
Komunikacja akcji obejmowała:
-
POSM
-
Social Media
-
Website
-
Packaging
A landing page for the sweepstakes was created, and the entire campaign was supported by a banner campaign and on Lion’s social media.
The entire campaign was expanded to include citylights and a radio campaign.
Materials presenting the creation
Effects of our activities
- 369 321 applications for action
- 12% sell-in growth in the Y statement is Y
- 21% increase in turnover
- 7%up to 48% consideration increases in brand funnel
- 2%up to 44% trial increases in brand funnel
-
369 321
applications for action
-
21%
increase in turnover
