FMCG Direct Mail Case Studies
Glaxosmithkline: Lucozade Sport Club Crusade
Agency: Ogilvy Dublin
The challenge was to drive frequency of purchase for Lucozade Sport and counteract the growth of private-label sports drinks, which had begun to eat into Lucozade Sport's share of market. The agency felt it was needed to harness the sense of community and parochialism that exists within the Irish sports system, in order to get as many people as possible involved. The Club Crusade was created; an extensive promotion which encouraged sports clubs to collect bottle caps and compete against each other to win €10,000 for their club. Reaching out directly to key contacts in 2,000 sports clubs on the island of Ireland was crucial in selling in the promotion and getting clubs to collect caps. The agency also used well-know sports stars as campaign ambassadors (including Katie Taylor) to spread the message across multiple media channels, and in the end, over 600 clubs took part.
Irish Distillers Pernod Ricard - Jameson: Experience Jameson
The challenge was to find people of a specified type who drink whiskey or may be interested in drinking whiskey, and who could become valued Jameson customers. Jameson found the right people, engaged with them and encouraged them to join a unique and highly rewarding CRM programme.
Kellogg's: Field of Dreams
Kellogg’s Field of Dreams was one of the most successful and iconic direct marketing campaigns from 2010. Its ability to tap into local Irish communities and sporting grassroots generated massive talkability and profitable results for Kellogg’s. Sales and value share increased beyond expectations, more in-store displays were achieved than any previous promotion. Over 250,000 consumers actively engaged in the campaign and 5 times the amount of sports clubs participated than was expected. The announcement of the winner was during a live ad break on the Late Late Show, which was an extremely novel and innovative way to do this. Almost all the participating clubs set up committees and canvassed their community, in many instances convincing local shopkeepers to knock €1 off the price of Cornflakes and Crunchy Nut in exchange for tokens. One club even wrote and recorded a campaign song to be released as a single. Over 500 clubs registered to take part in the campaign against an original target of 100. Direct Marketing played a vital part in both recruiting clubs and communities, and fostering goodwill and support from the main sporting bodies on the island of Ireland.
Danone Baby Nutrition: You & Me
The You & Me campaign engaged an unparalled level of niche-target consumers who have to date been difficult to target. In providing direct value as well as peace of mind on a social level to target the audience, the programme has positioned Cow & Gate at the forefront as a trust-worthy brand voice.