10/01: Nestle USA
To drive purchase of Nestle USA's best selling confectionery Baby Ruth, Crunch and Butter Finger using innovative digital channels.
The solution
This was our second nationwide campaign in the USA following the success of our work on AT&T's sponsorship of American Idol II and Nestle USA's first steps into mobile marketing. Working closely with Nestle USA's rostered promotional agencies we devised a compelling in-store promotion, promoted across thousands of retailers nationwide, that offered consumers the chance to win Top-40 US bilboard tones in return for purchase. The tones were custom developed for the campaign and included the most popular categories R&B, Pop, Country and Rock. Even the losers walked away with SMS gags from one of the USA's best comedy writers.
The Result
The success of the promotion prompted Nestle USA to demand that mobile play a central role in their next promotion which is now in development.
05/01: Discovery Sledge
With a five day deadline build, develop and run a Bluetooth campaign to support the 2005 launch of the SnowPatrol season on The Discovery Channel.
The Solution
Working with Discovery's integrated agency, Sledge, Aerodeon built at extremely short notice 'wearable' blueooth devices that were capable of sending video clips to consumer phones within a 20m radius. Sledge deployed a guerilla field marketing team who wore the devices, over three days, outside the Ski Show 2005 at London's Olympia exhibition hall. Consumers attending the Ski Show were prompted by the field staff to 'switch bluetooth on' on their handsets to receive a secret video. A 30 sec mobile video ad promoting SnowPatrol was broadcast to all consumers with Bluetooth handsets activated.
The Result
The campaign generated a staggering 60% reponse rate and dozens of consumers thanked and interacted with the field staff to learn more about the promotion creating priceless word-of-mouth buzz.
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