// LAUNCHING A PROMOTIONAL WORLD FIRST
Client: Coca-Cola Great Britain
Country: UK
Title: Gimme Credit
Challenge:
Coca-Cola Great Britain wanted to run an innovative mobile crediting campaign to engage with their teenage consumers across their brands Fanta, Sprite and Dr Pepper during summer 2009.
Campaign:
This industry-first recognises that mobile usage continues to grow amongst Coca-Cola’s teen audience, and leverages this insight to provide the reward they want most: free mobile credit.
Every Pack Gets 50p Mobile Credit' is aimed at the core 16+ market in the UK and launched in July 2009. Each 330ml can and 500ml bottle of 'Fanta', 'Dr Pepper' and 'Sprite' carries a unique code. When texted in, this automatically credits the handset with 50p across all major network operators, with each consumer able to claim a maximum of eight credits (equal to £4).
The promotion is featured in the latest 'Dr Pepper' TV ad campaign, and is supported by high profile outdoor activity and a peer-to-peer sampling campaign.
Results:
As with previous Mobile campaigns, redemption rates have exceeded Coca-Cola's benchmarks by a significant multiple.
