Incentive & Motivation

Morrisons  is signing up some of the biggest blue-chip brands for its Easter 2012 campaign  which has been devised by Billington Cartmell and Disney UK& Ireland to  drive families in-store and celebrate the 20th anniversary of  Disneyland Paris.

The campaign, which runs in-store from  5 March to 29 April, is built around a unique collection of Morrisons-exclusive  Disney collector cards. Shoppers will receive packs of cards when they purchase participating partner brands.  It will be officially launched on 4 March in the _Sunday Mirror_ with a free pack of cards in every copy, and will then be promoted with TV and print advertising through DLKW Lowe. The campaign will also be supported across Disney owned media channels. 

It  will be the supermarket giant’s biggest-ever prize giveaway, offering more than  250,000 Disney soft toys to be won instantly in-store, with the additional  chance to win VIP family holidays at Disneyland Paris to experience the  20th Anniversary celebrations. 

 The winning ‘soft toy’ red cards will be randomly put in the card packs, giving winners the chance to win one of seven different Disney characters.  At the same time, 20 VIP family holidays  – one for each of Disneyland Paris’s 20 years – can be won by finding special  lucky gold cards, while a number of VIP family holidays are being offered  through promotions in various online, print and radio media  channels.

The 99 collector cards celebrate 11 different Disney eras, from the original Mickey Mouse of the 1920s through to recent Disney/Pixar favourites such as Toy Story and Monsters Inc.  Each pack (containing seven cards in all  – six standard and one ‘shiny’) will be available with family-friendly products  from companies such as Kellogg’s, Colgate Palmolive and Nestle.  Collectors can store their cards in a specially-designed collector binder which will retail in Morrisons stores for  £2.99.

 
Richard Lancaster, Corporate Marketing and Operations Director  said that this year’s Disneyland Paris  20th Anniversary campaign builds on last summer’s highly-successful  ‘Disney golden ticket’ promotion.  He explained:  “The ‘golden ticket’ campaign was our biggest-ever promotion – but this Easter drive will be  better still.  Billington Cartmell has built on the 2011 experience to make the mechanic, the cards and the prize  fund even better than last year.  We’ve got a much bigger pool of prizes, prizes that can be redeemed immediately in-store and we’re giving a better chance of winning.”

Billington  Cartmell Director, Ade Thomas added: “Following  the success of last year’s ‘golden ticket’ promotion, there was great desire to  work with Disney again for the launch of their Disneyland Paris 20th  Anniversary celebrations. Not only does this year’s campaign further cement the  on-going partnership between Morrisons and the world’s favourite family  entertainment brand, it also offers shoppers a bigger, better and more  compelling reason to shop at Morrisons throughout the whole Easter  period.” 

Ginger Taggart, Executive Marketing Director, Disney Destinations International UK,  commented, “The 20th Anniversary at Disneyland Paris provides us with  an opportunity to work with Morrisons, building on the success of last year, to  provide their customers with an rewarding and engaging promotion enabling them  to interact  with Disney in multiple ways. From their children’s passion for collecting cards, to winning the soft toys or even the chance to win a trip to  the 20th Anniversary celebrations at the park, we believe this provides something for every member of the family.” 

The partnership was developed with Disneymedia+, the integrated ad  sales and promotions operation of Disney in theUK.

Elizabeth Arden is promoting Cosmic Radiance – the new Britney Spears fragrance launched globally last month – with a campaign devised by Billington Cartmell, which combines online, social media and mobile channels to offer Britney fans the chance to win tickets for her forthcoming ‘Femme Fatale’ tour.

 The campaign – which will be promoted through dedicated microsites, above the line advertising, in-store point of sale and social media – went live on 21^st September, the day before the European leg of Britney’s ‘Femme Fatale’ tour kicked off.  The tour moves throughout Europe, hitting London on 27^th October and ending in Lisbon on 9^th November before moving toSouth America.

 Billington Cartmell has devised a prize draw mechanic, which will run every hour (between 9.00 am and 8.00 pm) from 21^st September to 18^th October, offering hundreds of pairs of tickets for ‘Femme Fatale’ concerts in theUK andIreland.

 Consumers can earn extra entries by sharing the promotion with friends on Facebook.  In addition, consumers who visit participating fragrance stores (including Boots, Superdrug, The Fragrance Shop and The Perfume Shop) can enter a special in-store prize draw for a chance to win a pair of VIP tickets to the show where they will get to meet Britney herself.

 Billington Cartmell has worked closely with Elizabeth Arden to develop the multi-channel activation platform which powers the campaign.  The platform incorporates QR code technology, mobile SMS services, social media share functionality and is supported by promotional microsites developed by Billington Cartmell.

 Carl Gonsalves, Digital Director at BCL says:

“Many brands are linking QR codes to conventional desktop websites, which don’t always provide the best mobile experience. With multiple media channels and points of entry, we have created dedicated mobile sites and SMS entry mechanics to ensure consumers have the best user experience, on any device, no matter where they are engaging with the campaign”

 Adam Richardson, Elizabeth Arden’s Brand Manager for Celebrity & Lifestyle Fragrances, adds: 

 “BCL have been the instrumental partner in bringing to life our vision for the launch of COSMIC radiance BRITNEY SPEARS(TM). They have seamlessly designed a multimedia platform that maximizes brand engagement and the user journey. We are delighted with the result of this partnership and are confident it will deliver on all our campaign KPIs.”

Kraft is building on the ‘more than a little bit tempting’ Mikado campaign, which took Britain by storm last summer with a new, even more tempting experience that will tour the country over the next few weeks.

Once again, Kraft has asked Closer, the live engagement agency within the Billington Cartmell Group, to devise an innovative and outrageous experiential campaign tailor-made for Mikado, the ultra-thin chocolate biscuit sticks specially designed to be eaten on the go.

Trevor Smith, Mikado senior brand manager, has already praised last year’s experiential work, describing it as “extremely creative and well thought-through”.  He explains that Closer’s 2011 drive will be even more engaging: “While last year’s campaign tempted consumers to engage with a massive Mikado box which ‘responded’ with a range of different ‘surprises’, we are going even further this year. The experiential is part of a layered and integrated marketing approach, which will not just boost awareness for the Mikado brand itself, but will also drive traffic to the Mikado Facebook and Twitter platforms.”

The centre of the campaign is the experiential tour which will visit 40 UK cities and towns, letting consumers experience the temptation of Mikado for themselves, with the chance to win a holiday for four to New York. The tour will then be maximised through an interactive application via Facebook and Twitter enabling Mikado fans to interact with the tour on a whole new level.

Two Mikado teams will tour the UK, encouraging people to ‘give into temptation’ and providing samples and MONP (money off next purchase) incentives. Closer has created three pieces of sound-activated ‘brand theatre’, each involving a different conceptual stand, different theme and different themed characters.

- ‘Keep off the grass’: a park scenario featuring a patch of Astroturf with a pack of Mikado in the centre and a ‘park keeper’ trying to prevent people from reaching the snack

- ‘Do not eat the art’:  a mini-art-gallery featuring a massive ‘arty’ Mikado pack with jaws that try to ‘bite’ anyone who tries to grab Mikado.  A sleepy curator will sit next to the ‘exhibit’ and engage with people who take part

- ‘Crime scene’:  a crime scene with a print of a dead body, crime tape and a huge Mikado box acting as a vending machine while a SOCO officer in CSI-style gear tries to foil consumers’ efforts to get their hands on Mikado.

There will be daily tour prizes, as well as prizes for consumers who visit the stands and say special passwords’, which will be given out daily through Facebook and Twitter.

Consumers who interact with the team will be filmed and a selection of videos will be uploaded onto the ‘Win with Mikado’ Facebook application where fans can further engage by tagging themselves in the videos. At the end of the tour, the 10 best brand interactions will be put up to a public vote with a once-in-a-lifetime holiday for four in New York going to the winner.

People will be encouraged to vote with daily prize draws (offering music vouchers) for all voters on the site, and their details will be retained for future brand communication.

Jo Sasso, account director at Closer, says: “Mikado is a fantastic brand which has built a unique reputation and loyal following in a very short time – and it’s great to be involved in its second major tour.  This time, the Live Temptation Tour will be even more involving thanks to the varied content and the innovative digital elements.”