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!
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