Heineken achieve a 10% response rate to their SMS Valentines Promotion
Heineken were launching a Valentines campaign to drive sales of their Rosé beer brand Wieckse Rosé. Working closely with the client we developed Mini Z-CARD®s with unique codes on the insert for the promotion. By text messaging the unique code, the target group had a chance to win a romantic weekend at Bilderberg hotels. The Z-CARD®s were inserted into their 6-packs of Wieckse Rosé in supermarkets across the country. Because of the huge popularity of this campaign, a re-order was placed within a week!
The Results:
The estimated campaign time for the 45,000 Wieckse Rosé 6 packs to be on the shop floor was 2 weeks; however after 1 week over 65% were sold. The response rate for the competition was 10%, a rate which Heineken were delighted with.
