|
Case Study - Tommy
Hilfiger Campaign
Industry
Beauty / Fragrance
Client
FCB Impact 365 / Tommy Hilfiger
Objective and Campaign
FCB Impact 365 ran an advertising campaign for Tommy Hilfiger
with the dual objective of promoting the Tommy brand and
increasing fragrance sales.
Mybeat Interactive catered for an interactive promotion
whereby customers were motivated to respond to a radio ad,
by way of SMS, in order to receive an SMS Voucher. The SMS
voucher entitled the consumer to a free CD with the purchase
of any Tommy fragrance in store (upon presentation of the
SMS). In addition to the above, customers who had not responded
to the radio ad could also receive an SMS voucher by following
the simple instructions on the perfume spray cards.
Figure 2 – Perfume spray card
FCB Impact 365 developed an innovative concept called “Tommy
Text Tag” as an addition to the campaign. This element
was a viral campaign that was designed to maximize the consumer
response rate. All respondents were invited to refer 3 of
their friends to the Tommy campaign in order to win Samsung
T100 phones for the group. These friends were then also
invited to refer their own group so as to maximise the reach
of the campaign.
The campaign ran on the following 4 levels:
-
Radio advertising & point of sale material with as
SMS response mechanism.
-
Mobile couponing (ie. CD voucher via SMS).
-
Viral Campaign with competition element.
-
Database functionality – accumulated a respondent
database for use subsequent campaigns.
-
Live reporting and statistics.
|
