CASE STUDIES

How did it work?

 

The main aim of the campaign, which was run in association with Ogilvy, was to generate awareness of Crunchie's "Getaway Friday" instore promotion, which tied in with the revival of their icon 1990's "Friday Feeling" slogan.

To promote the campaign banners were placed on Vodafone live, which encouraged consumers to click onto a fully branded WAP site, to win a supply of Crunchies which would be delivered to their home or office on Friday afternoon.

Once on the WAP site consumers could further enhance 'that Friday feeling' by downloading Crunchie branded wallpapers or the 'I'm so excited' ringtone to their phone.

Consumers could also visit the Crunchie Friday section which gave them an update of what was 'hot' that weekend whether staying in or going out. This section gave consumers a quick overview of all that was going on that weekend and this content was updated on a weekly basis.

During the 2 week campaign, over 138,000 impressions were served on vodafone live resulting in 5% CTR and 898 competition entries.

Crunchie was the single best performing campaign in terms of CTR on the Vodafone portal during the 2 weeks it was live and Its CTR was way above the VF portal average.

 

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