Olay Total Effects

Olay Total Effects

Olay mobile coupon campaign delivers record sample uptake

Olay mobile coupon campaign delivers record sample uptake

The Challenge

As one of P&G’s 300 global branded products, Olay Total Effects needed a mass-media brand awareness campaign to gain recognition in India. Key to the marketing of the Olay brand is gaining consumer confidence through product samples and tracking coupon redemption rates.

P&G needed to drive uptake of the product samples in stores across India, and with mobile phone use reaching unprecedented levels in the country, a mobile campaign was identified as the most effective channel to develop customer interaction.

Executing the campaign also raised challenges as traditional and web-based couponing was in its infancy in India. Very few retailers had a Point of Sale (PoS) redemption system to allow coupon redemption tracking. P&G needed a redemption capability that was not reliant on these systems and a bespoke mobile solution was needed that catered for these challenges whilst appealing to the mass market.

The Solution

2ergo addressed these challenges by adapting its VoucherNet offering (the mCoupon and mTicket solutions) so that consumers were able to request coupons via SMS which were redeemable at in-store Olay retail points. The lack of POS or web access systems to redeem vouchers was overcome by using trained promoters using handheld devices in 12 shopping malls across India.

VoucherNet, the technology behind the popular “Orange Wednesdays” campaign, is an end-to-end digital voucher and couponing platform, particularly focused around the distribution and redemption of coupons using the mobile phone. It enables organisations to distribute digital coupons, vouchers and offers using mobile phones. They can then redeem, manage, track and report on promotional campaigns to provide a closed loop system to gain valuable customer insight.

The Results

The campaign remains one of the largest mCouponing campaigns ever executed by an FMCG brand in India. During the three month campaign over 27,000 mCoupons were issued and around 71,000 addresses were received. 27% of those who received the mCoupon engaged with the store sales staff and redeemed the free sample offer.

The campaign is one of many bespoke solutions that 2ergo has created for P&G across its many global consumer brands. Through its global partnerships 2ergo is further expanding its relationship with P&G into India and Asia.

With its status as a one-stop shop for brands seeking to engage customers through the mobile channel, 2ergo is now ideally positioned to deliver mobile solutions at a global level for P&G as it seeks to consolidate its mobile strategy across its network of brands.

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