TRE MARIE “ACCADEMIA 2013”
Advice Group enters the coffee bars with a digital loyalty program for bartenders who become part of the new Accademia Tre Marie.
Activate the brand experience with regard both to the final consumer and to the managers, involving them in an innovative way, increasing their purchase frequency and creating a virtuous and direct database for future initiatives.
In every carton of Tre Marie products purchased, the manager finds a card with a unique code to be entered via text message or online to take part in an instant win contest with final maxi-prize sweepstakes.
Each code entered leads to points being collected in a virtual wallet to climb the special ranking which will reward the ten best bartenders. Registering with the Accademia Tre Marie, the manager will also be able to request a 100 prepaid carnet kit. In each carnet sold, the final consumer finds a unique code to participate in an instant win competition.
The bartender will thus be able to compete for other prizes through another special ranking whereby points are given to the managers who are able to involve their customers in the carnet-code game and who take part in the quiz and survey actions, as well as in the missions organized by Tre Marie throughout the promo.
All the prizes become part of a digital reward platform which eliminates logistic costs, making available several gifts, from music to discount and fuel coupons, in collaboration with KIVER, TOTAL ERG and TIM RETAIL.
Through the WEKIT (We Keep in Touch), platform, each bartender’s loyalty path is managed in a customized and targeted way, thus fostering sell-in and sell-out goals, specific promos, cross trial and brand teaching actions through quiz and survey questions which give bonus points.
Results: 66% of bartenders is loyal with at least three codes played, the sell-in has increased by 37% while 25% of users do cross-trial by purchasing different types of references.