Hovis had procured a new TV ad to relaunch their products. Our brief was to both create awareness online of the launch and to collect customer data.
The awareness campaign took shape of of a a one-day take-over campaign of MSN, Virgin Media, Lycos and supporting network banners.
Celebration and competition
As we couldn’t use any elements from the actual TV ad the campaign focussed on the celebration of aspect of the relaunch and to encourage customer data submission we tailored the celebration message around a prize draw for a branded Hovis Mini Cooper and thousands of loaves of bread.
To make the competition easy to enter we designed the entry forms in the actual banners where possible and made use of a more engaging opt-in functionality where the users can select their choice of bread with the aim to create personalised mailings in the future using the customers’ individual choices.
Following the major one-day take-over campaign we launched a 4-week maintenance campaign of network banners running a second competition.
Results
Allowing users to select their choice of bread gave some impressive results with a 73% opt-in rate of which 85% took the time to select bread preferences giving the opportunity for a much more tailored communication moving forward.