Our Services
Wall's Cornetto Lid Activation
Walls Cornetto has a high penetration among young Chinese adults but repeat purchase is low. Local competition is also strong and overall much higher levels of investment is spent on TV.
We therefore had two questions to answer.
- What is the right daily connection point with our target audience?
- How can we differentiate ourselves from our competitors and avoid the cluttered TV market?
Direction
Our target spends nearly 20 hours a week online and over 60% are using this medium to chat. There are now 400 million mobile phone users in China, with a growth rate of 15% YOY. We knew these two channels were not currently being used by our competitors. They would also be very effective in reaching our target, the question was how?
Design & Delivery
We decided to speak to Sina, China's number one information and news website, about their mobile provider service. We negotiated a deal with them where they provided us with add-in-value mobile cards in exchange for exposure within our activation TVC.
In terms of the activation mechanic, all consumers just needed to buy one Cornetto Cone and text the unique number on the lid to receive instant credit and enable them to download free ringtones.
One other growing trend among our target was downloading. We therefore used Sina to also create a special Cornetto webpage which offered details on the promotion and where you could get free downloads and ringtones. Users could also subscribe to the site to receive new ringtones.
To support this activation, we also partnered with MSN and QQ (Chinese version of MSN). Users could download special Cornetto background and icons for their chat window. This was the perfect medium to give information about the promotion. Details on the activation were also included in our ATL TVC.
Evaluation
Cornetto gained a 43% growth in sales while local competitors sales remained flat or actually decreased.
82,000 Cornetto consumers responded to the SMS mechanic.
Client paid nothing for the Sina add-in-value cards, therefore overall a great ROI !
FORD Focus pre-launch : Dr Car
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Destination
Ford's aim was to sell 1,000 units of the new Focus 5dr during the pre-sale period, i.e. before the official launch of the vehicle. The challenge was that no vehicles were available in the dealerships during this period for test-drives or even to see. Consumers were expected to put down a deposit for the new Focus 5dr and then wait for at least 6-8 weeks before they could test-drive or take delivery of the vehicle.
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Direction
Without spending large amounts of money on mass media, the MindShare Shanghai team needed to create buzz around the brand and generate sufficient interest among trend setters and early birds for them to put down a deposit without even seeing the car.
Design & Delivery
We designed a low-cost internet campaign that covered advertising and advertorial options and provided a platform to judge and guide consumer opinion. Unconventional channels such as blogs, BBS and viral video carried the message and drove traffic to the mini-site. http://ford.bokee.com
A sexy female mechanic was featured as virtual brand ambassador "Dr Car" in a Focus corporate blog that attracted 150,000 page views, while a Master Focus blog from a committed Focus fan drew more than 80,000 views. The team used interesting content as a tool to motivate consumers to circulate the Focus message.
Evaluation
More Focus cars sold in presale than expected. There was a large increase of visits (49% and 37%) on Dr.Car's & Master Focus's blogs compared to the previous month.
If you'd like to learn more about Interaction, please contact:
Meg Wu
General Manager MindShare Interaction China
Telephone: +86 21 2405 1298
Email: meg.wu@mindshareiworld.com
