15 March 2012
And so it begins… again!
For the fourth year in a row the Onepartners team have taken this iconic promotion and, with an extra ‘roar’ of excitement, made it even bigger and better than before.
The challenge for Oneparters, as ever, is to ensure we continue to keep our loyal consumers, whilst building up from the bottom. Key to this is recruiting a new wave of young Paddle Pop lovers.
This year’s campaign “Paddle Pop Begins” has a real burst of prizing. Moving from just over a million prizes to over 2 million opportunities to win. And without doubt, the best prize pool the activity has seen developed.
Creating and working in partnership with Activision, we negotiated hard to secure the must have game of the year – Skylanders – virtually becoming the only place to get hold of the game after shops emptied out over the Christmas period. We were also able to secure awesome prizes with Xbox, family trips to Disneyland and even ‘design your own’ BMX bike, making this year prize pool the biggest yet for Streets – all on the same budget as previous years!
Developing an adventurous look and feel to suit the “Paddle Pop Begins” theme, continuing to build the brand equity of the Paddle Pop lion character and making sure the prizes became the hero, the promotional lock-up was developed.
This same creative was applied to a range of in-store touch-points from packaging through to range-cards, driving the ever important in-store presence.
23 November 2011
Onepartners were briefed by Taubmans to create major marketing activity amongst shoppers in Bunnings and independent retailers.
The challenge was to increase sales of Taubmans Endure during the peak four-day Easter period, which is the busiest time of year for renovators and DIY’ers. A promotion was developed to encourage a switch from Dulux, the current market leader, to the premium Taubmans Endure range.
The solution was to create a high value reward that customers could redeem on the spot. Onepartners developed a GWP offer of a FREE 4Ltr tin of M&M’s with every 2 x 4Ltr purchases of Taubmans Endure.
Promotional tins were shipped into all 207 Bunnings stores, as well as 50 independent retailers at the same time as the Easter paint stock. This allowed shoppers to pick up their 4Ltr tin of M&M’s with their weekend paint supplies.
The activity delivered a huge 200% sales increase and 46% ROI during the Easter period, including the biggest shipment of paint into stores ever recorded by the brand.
16 November 2011
Once again Onepartners created and managed Streets Paddle Pop’s Lick-a-Prize promotion in 2010. The iconic Lick-a-Prize first ran in 1982 and is now firmly established as a favourite for all the family. Consumers simply lick their Paddle Pop then collect, match and win using their sticks to reveal their prize.
The 2010 theme was “Elemagika” and linked to the Paddle Pop movie of the same name. There were millions of prizes to be won, including $20,000 Family Adventure holidays, a range of great outdoor action toys and 1 million free Paddle Pops, making the promotion bigger, better and more engaging than ever before!
30 June 2011
Too cool for school?
You would think the Canon's huge market share in Digital Still Cameras would deliver the same in their Digital Video Recorder range. Apparently not, as sales staff found it an easier sell to convert Canon brand equity to a Sony DVR sale.
Challenging that dynamic was our brief from Canon and through our proprietary shopper planning process we uncovered a number of powerful shopper barriers. It was clearly time to disrupt the category, so we developed the Canon Movie School promotion.
Based on our Experience-With-Purchase strategy, we rewarded shoppers with a ticket to the Canon Movie School, created and executed through a brand partnership with Apple. Beautifully bringing to life Canon's brand proposition of 'Advanced Simplicity', we educated people on how to get the best from their Canon DVRs.
The focus was the sales staff who attended the movie school prior to the program going live. Trade attendance rates were unprecedented with thousands attending and a parallel CRM program offering personalised promotions and offers to encourage loyalty.
22 June 2011
PureVia is a natural sweetener, but it’s not sugar.
CSR came to Onepartners for help in entering the 'sugar-alternative' battle against established brands like Equal and Sugarine – both artificial products. Railing against low understanding of the product and low brand awareness, Onepartners strategy was simple. Tell consumers about it, get them to taste it and drive them to buy it. It worked.
Partnering with Woolworths, we delivered a multi-touchpoint in-store sampling strategy that drove sales up a massive 700%.
Our activity was situated in the Woolworths Fresh Food section of the store.
Surrounded by fresh fruit and vegetable, the natural message was easy to swallow, as was the delicious sample concoction of fruit, muesli, yoghurt and PureVia. This method was chosen following group research activity to identify what food combination highlighted the taste of PureVia best.
In order to sweeten the deal, a National at-shelf promotion encouraged purchase and enticed PureVia into the shopping basket.
12 June 2011
No boring bits - the proof!
In a stagnant market the challenge for Streets Cornetto was to regain relevance with youth through key retailers. Onepartners created Cornetto ‘Proof II’ a highly innovative promotion that rewarded the nation with relevant prizes instantly, increasing sales to an all time high.
The ‘World First’ idea to hide 10,000 MP3 players inside Cornetto cones reinforced the brand’s promise of ‘No Boring Bits’, building brand equity in a fun and unique way.
The idea was simple and effective; we created a fake plastic Cornetto cone, inserted 10,000 Samsung Pebble MP3 Players into the cone then randomly seeded the fake cones into the Cornetto production line!
The integrated promotion had multi-touchpoint support including; on-pack, in-store POS & display and mainstream comms (TV, OOH, and a significant online digital and social media presence). A viral music video created by Onepartners launched the campaign featuring DJ Goodwill (Which incidentally achieved over 100,000 YouTube visits in less than a week).
For a mature brand Unilever Streets recorded the highest summer sales for Cornetto EVER both in and out of home achieving 107% of target in the first week! In addition, it also achieved the best ever trade take up & support.
22 March 2011
Mastering the Match for Barilla.
Barilla were selling a whole lot more pasta than they were sauce, so they asked us to help drive sales of their sauce – in turn creating reason for dual purchase.
Through our proprietary shopper planning process, we identified a lack of education around the perfect match of pasta and sauce. As any masterful chef will tell you, it's an art!
In a category leading move, we developed an on-pack promotion that offered an 'experience with purchase'. Across the nation, thousands of shoppers attended Barilla Italian Cooking Schools, learning to master the match.
In addition, thousands more claimed free Al Dente cookbooks.
2 April 2010
The challenge to Onepartners; achieve incremental sales growth for the Lynx kids sports shoe brand in a declining retail climate!
Our insights told us there had been a resurgence of handball in school playgrounds across the nation. Kids are always on the lookout for something new, and the six weeks over summer was a long time between (handball) games.
The Lynx National Handball Championships road show was born, tapping into kids competitive nature and driving a deeper brand relationship.
Shopping malls across Australia were destinations for kids during the summer school holidays, making perfect locations for the nation’s hottest handball players to go up against each other, while mums got a welcome respite. Most importantly, shopping malls offered a direct link to retail (Lynx is sold through Mathers and Williams stores).
Anticipation for the events was built through a range of touch-points across the Nickelodeon and K- Zone brand platform partnerships.
The handball championships were a huge success; over 1,500 kids competed with 42,000+ spectators watching from the sidelines. A further 9,000 undertook the handball challenge online, plus communication reached 200,000 kids across the K-Zone database.
Sales growth of 25% and an additional $1.4mill on the bottom line was nothing short of brilliant.
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