Andy Thompson, Appletiser UK
During the run-up to New Year's Eve 2008, Coca-Cola Enterprises created a sales promotion and awareness campaign for Appletiser, which offered a discount against variants Peartiser and Fruitiser. The Appletiser campaign ran on ATMs at Tesco stores, with the aim of encouraging trial by offering a £1 discount against the two flavour variants Peartiser and Fruitiser, available as a bar-code voucher on the branded ATM receipt. The campaign positioned Appletiser drinks as healthy, five-a-day options and was timed to specifically engage with predominantly female shoppers.
A core campaign objective was to reach customers with the brand message and offer as they were withdrawing money, before they went in-store. From the opening frame, the Appletiser campaign prompted ATM users to "request a receipt for a complimentary £1 off"; a key driver in encouraging core message delivery and take-up of the voucher. The creative execution featured the product image, with the campaign logo scrolling between apples, pears and the five-a-day icons, driving home the healthy message.
The campaign successfully reached an audience of whom 73% were female and about to shop. Almost two-thirds of those who noticed ads on the ATM were aware of the Appletiser offer, 92% of whom also recalled the brand, product and core messages. In total, 4,956 £1 coupons were redeemed, with 20% of product sales during the issue and redemption period attributed to the coupon. Meanwhile, incremental sales of £13,224 could be attributed to the atmAd campaign coupon.
Andy Thompson, Senior brand manager, Appletiser UK
This article was first published on mediaweek.co.uk