17. Multichannel & Campaign

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Entry Title	Coors Light Free Gaff
Category	17. Multichannel & Campaign
Company Name
Client Company Name	Heineken Ireland
Year Entered	2013

What was the entry's targeted retail environment

Off premise accounts
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What were the overall marketing objectives of the campaign?

-Grow penetration & rate of sale of Coors Light in the Off Trade -Drive emotional engagement with 18-24 year old guys -Move target consumer up the consideration ladder -Target occasional consumers of Coors Light during the promotonal period -Current ....
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On Pack Point of Purchase Outdoor Media Viral Video Final event Social Media
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Entry Title	Thomson Integrated Photo Montage Campaign
Category	17. Multichannel & Campaign
Company Name	BMB
Client Company Name	TUI Travel PLc
Year Entered	2013

What was the entry's targeted retail environment

The windows of Thomson’s UK high street travel shops, of which there were 620 at the time of campaign launch. Thomson is owned by TUI Travel PLC.
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What were the overall marketing objectives of the campaign?

The brief was to reimagine travel shop windows and help reverse negative package holiday perceptions, in a market where all travel agent windows look the same. We also wanted our retail windows to tie in with our TV and wider brand campaign – a first....
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In store POSSocial mediaOnline displayEmailTVWe created contemporary large photo-montage banners for the Thomson shop windows, each made up of 780 small images. There were eight photo-montages and they went live on 22nd September 2012. Photo-montage ....
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Entry Title	Greggs Meal Deal Launch
Category	17. Multichannel & Campaign
Company Name	CreativeRace Ltd
Client Company Name	Greggs plc
Year Entered	2013

What was the entry's targeted retail environment

Greggs is the UK’s leading bakery retailer with more than 1,600 shops nationwide, serving over six million customers a week. In January and February 2013, Greggs ran its first ever multi-channel Meal Deal promotion. The campaign ran for seven weeks (....
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What were the overall marketing objectives of the campaign?

1.Drive sales via a Breakfast and Lunch Meal Deal mechanism 2.Target regular, occasional and lapsed customers 3.Communicate and reinforce Greggs’ value proposition in key day-parts 4.Highlight ‘healthier’ breakfast and lunch options, and coffee 5.Tri....
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Each of the 1,668 Greggs stores received the following POS store packs:- Standard Meal Deal store pack: •Meal Deal self-selector display unit POS - cardboard •Hanging sign - cardboard •Window posters - paper •Digital signage in store – digital conten....
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Entry Title	GSK Coronation Festival Promotion
Category	17. Multichannel & Campaign
Company Name	Hey Human
Client Company Name	GlaxoSmithKline
Year Entered	2013

What was the entry's targeted retail environment

July 2013 marks 60 years from the Queen’s Coronation and, to celebrate this prestigious occasion, Her Majesty Queen Elizabeth II will be hosting a Coronation Festival in Buckingham Palace, 11th – 14th July 2013. The objective is to showcase the innov....
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What were the overall marketing objectives of the campaign?

- Celebrate GSK's proud sponsorship of the Coronation Festival and the “Best of British” through creating a consumer competition to win tickets to the sold out event. - Partner with Waitrose, a Royal Warrant Holder - to offer Waitrose/ GSK shoppers e....
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The Coronation Festival promotion consisted of a ‘3 for 2’ cross-category promotion (across GSK Soft Drinks, Hot Milky Drinks and Dental skus), overlaid with a WIN message. There were several supporting touch points that communicated the competition,....
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Entry Title	Sharwoods Chinese New Year
Category	17. Multichannel & Campaign
Company Name	Premier Foods Group Limited
Client Company Name	Premier Foods Group Limited
Year Entered	2013

What was the entry's targeted retail environment

Category and Event BackgroundChinese New Year is a calendar event that is also quite a significant retailer and shopper event that is ran in store and remains the highest penetration period for total Chinese.The Chinese Cooking Sauce and Cooking Cate....
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What were the overall marketing objectives of the campaign?

Our business challenge was to remain no 1 in Chinese, drive brand and penetration growth for Sharwood’s. Although Sharwood’s is the number 1 brand in Chinese actually there is less awareness of the brand versus other s; therefore this lead to the fol....
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Based on the insight of the target shopper and knowledge of the shoppers in each retailer, adhering both to the path to purchase and campaign objectives Along side the price promotion in each retailer please see below mechanics employed:PRE ACTIVITYC....
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Entry Title	Coca Cola Zero (Cherry) launch
Category	17. Multichannel & Campaign
Company Name	Publicis UK
Client Company Name	Asda
Year Entered	2013

What was the entry's targeted retail environment

Core Asda shops estate - 392 stores nationwide (18.5 million Asda shoppers per week). Asda.com - online shoppers (1.1 million visitors per week). Total Asda Audience - 19.6 million Asda shoppers per week.
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What were the overall marketing objectives of the campaign?

To promote the launch of Coca Cola Zero (Cherry) - New and Exclusive to Asda, via a multichannel approach across the Asda customer journey. To highlight that the product was not only New but also Exclusive to Asda. To have a consistent brand message ....
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The campaign was planned across multiple channels, ensuring that shoppers were reached at all touch points throughout the Asda Customer journey. At Home: Asda Magazine National Press (Sun, Mail, Metro, Mirror) Online: Asda.Com (Favourites/Special Off....
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