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RINGO “BACK TO SCHOOL 2014”

BRAND ACTIVATION

THE FEATURES

It’s Back to School time with Ringo! The company confirms its well-established collaboration with Advice Group, by supporting the connection program, which was started a few years ago, with a new digital brand activation project aimed at consolidating the brand-user trust relationship.

BRAND ACTIVATION

BRAND ACTIVATION

RELATIONSHIP PROGRAM

RELATIONSHIP PROGRAM

100% UP SELLLING

100% UP SELLLING

The Challenge

Providing continuity for the relationship started with the brand and with consumers, strengthening the brand-user value connection. Creating an engagement project focused on up-selling during promotion period, by encouraging the repeat purchase of transversal products, at the same time as the new productRingo Nocciola e Choco is launched.

The solution

September 2014/November 2014

The brand activation activity includes several involvement methods and multiplies each consumer’s possibilities of winning:

 

INSTANT WIN CONTEST – Anyone who buys one of the Ringo products in the promotion has a chance to immediately win one of the footballs signed by El Sharaawy through a multi-channel contest based on the unique code found inside the packs.

 

WEEKLY SWEEPSTAKES – Up-selling is rewarded: all those who have registered and entered at least three codes, are eligible for the weekly sweepstakes to win a Playstation4: the success chances are incremental based on the number of codes a user has entered.

 

TOP 100 RANKING – All participants who have not won and have completed their registration online, are eligible for the top 100 player ranking. According to the number of codes entered, the winner receives a Playstation4, while the other 99 in the ranking receive a signed football.

 

FINAL SWEEPSTAKES – Finally, among all contestants who have not won in the previous sweepstakes/rankings, one lucky winner will receive a Playstation4.

The Results/KPI

In order to promote a more extensive relationship program, Ringo has opted for continuous printing of unique codes in its packs, which means that brand activation can be addressed to its customers in a continuous way.

 

The project is based on continuous involvement on the part of consumers through a multi-channel mechanism, supporting participation in the long run also through targeted 1to1 communications, derived from the analysis and mapping of consumer behavior. WEKIT, the Advice behavioral analysis platform, allows for a real-time analysis of the initiative’s kpis and to define up-selling support actions on a regular basis.

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