50p free mobile credit with EVERY promotional pack of ‘Fanta’, ‘Sprite’ and ‘Dr Pepper’
27.07.09
Coca Cola appointed Sponge to launch their ‘Gimme Credit’ Promotion in July 2009 to an outstanding response. The ‘Every Pack Gets 50p’ mobile credit promotion ran for 4 months. In this time consumers received 50p credit on every 330ml can and 500ml bottle of ‘Fanta’, ‘Dr Pepper’ and ‘Sprite’. Each can and bottle carried a special code which could be redeemed by either texting their code to 85888 or by going on line. The credit was then added to the consumers account within 48 hours. The offer was available across all the major UK network operators on PAYG and contract phones & each consumer could claim credit a maximum of eight times (equal to £4) during the promotion.
Supported by a full media schedule including TV, the promotion also saw bespoke packaging designs across the three variants, which helped consumers identify the correct packs. The new packaging was created by Epoch, Sponge developed the mobile crediting facility , Flourish created a dedicated website, gimmecredit.co.uk and the campaign was managed by BD Network.
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, said at the time of launch: “We want this promotion, running across special packs of ‘Fanta’, ‘Dr Pepper’ and ‘Sprite’ to be the most talked about promotion of the summer and also give our consumers something back in these tougher financial times.”
Whilst we cannot give out exact response rates, the promotion exceeded all expectations and was deemed incredibly successful by Coca Cola. It achieved the ‘talk about’ factor amongst the target audience as well as the interaction with consumers that Coca Cola were hoping for.
