CONNECTIONS 2000 - THE MARKETING AWARDS: Best use of communications technology in sales promotion

WINNER

WINNER

Client: Kellogg

Agency: Intelmark

HIGHLY COMMENDED

Client: Britvic Soft Drinks

Agency: Telescope UK



WINNER

Consumer complaints and an 8% drop in sales sent a clear signal to Kellogg that its decision to change the name of Coco Pops to Choco Krispies had not gone down well.

The aim had been to standardise the brand name across Europe and mark an improvement in the recipe, substituting chocolate for cocoa.

Kellogg wanted to know more about consumer feeling, so it launched the 'Coco Vote', using direct response TV ads and a dedicated web site.

The brand is targeted primarily at children but is also popular with adults, so some ads were timed to reach an adult audience, as well as those inserted in children's programmes.

Automated lines to handle the vote were set up by Intelmark, which runs Kellogg's customer careline. Almost a million votes were cast in three weeks, with 92% favouring Coco Pops.

Brand awareness was boosted and sales rose by 26% over the following eight weeks. Kellogg has now reverted to the Coco Pops name.



HIGHLY COMMENDED

Telescope managed the communications for a Tango promotion, devised by Triangle. The three main objectives were to recruit new Tango drinkers, increase purchases by regular customers and drive brand equity through consumer involvement.

The creative concept was that Tango drinkers should 'out' non-Tango drinkers by shouting at them through a Tango megaphone. These could be obtained by calling a premium automated phone line and providing personal details.

The two-minute calls cost up to pounds 2.99, which covered the delivery and manufacturing costs of a battery-operated Tango megaphone.

The activity was promoted using posters and TV, as well as at point of purchase and on-pack. The promotion runs until the end of the year and has generated more than 230,000 calls. At its peak, market share rose from 8.4% to 13.2%.



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