Specialist Shopper Marketing agency, Raydar was tasked with developing a sponsorship lead campaign for Anchor, a proud sponsor of the New Zealand Olympic Team – taking on the world in Rio this month at the 2016 Olympic Games.
The brief: to create an engaging campaign that puts Anchor at the forefront of the Olympic spirit and encourages kiwis to get behind the New Zealand Olympic Team. For Raydar, associating the Anchor brand with NZ’s Olympic success was the key to gaining emotional engagement with shoppers – If NZ win, you can win!
The promotion is simple but effective. Every time a New Zealand Olympic athlete wins a Gold, Silver or Bronze medal in the entered scenario at the Rio 2016 Olympics, the consumer wins a prize. Prizes range from $100 and $40 Visa Prepaid Cards for Gold and Silver medals to $5 Anchor vouchers for Bronze.
With unique codes across more than 3 million 2L Anchor milk bottles, there are 15 limited edition labels to collect and more than $1 million in prizes.
Working with partner agencies Colenso BBDO (Creative), Mediacom (Media) and Satellite (Digital), to develop through-the-line support for the promotion, they’ve seen it gain early momentum with more than 50,000 entries through Anchor.co.nz. in the first few days.
Raydar Managing Director, Troy Fuller says there were many challenges faced when setting up the prize promotion, especially in terms of the sheer number of scenarios and codes that had to be meticulously sorted.
“The challenge was in ensuring we thought of every scenario possible, while keeping the shopper journey simple and seamless from in-store to the online entry mechanic, which is easy and fun to use.”
As part of the Milk for Schools initiative, Anchor have provided thousands of NZ Olympic Albums to primary schools nationwide, so kiwi kids can learn about the NZ athletes and the history of their sports. Passionate Olympic fans can also grab a limited edition collectable poster, available in the latest issue of Woman’s Weekly, and throughout selected dairy outlets nationally.
Fuller says it was also important to follow the shopper journey through all channels, “social and in-store POS really played a unified part in compelling action.”
Shopper marketing isn’t just about tactical activations any more. Raydar understands that to add true value for our clients we need to deliver insight-rich, highly-creative campaigns that deliver a behavior change.
“In the case of this Anchor project, we really wanted to find a way of getting milk to play a more active role in our consumers’ lives. This promotion was about more than just a big headline. We wanted to tap into the groundswell of support for our Kiwi athletes and using the hype of the Olympic Games to get consumers engaged.
“It was about asking the consumer to peel the label featuring our Kiwi Olympians, collect it and then go on to collect the whole set. It was about our consumers getting their NZ Olympic medal scenario and going on to watch that specific event with a heightened sense of anticipation and excitement due to the fact we were offering them a guaranteed prize if they came through. We didn’t want buying milk to be a passive experience. We wanted Anchor to be a bridge between Kiwis and the Olympic Games. But hey, a big headline helps too.
“It’s campaigns like this for Anchor that has started to redefine Raydar as an agency that combines a deep understanding of shoppers with big thinking to deliver work that doesn’t just look good, but actually works too. An unwavering focus on producing work that works is certainly paying off for us. We’ve won some big accounts this year, grown our numbers and got to work on some amazing projects with some amazing people. We consider ourselves really fortunate.
“Something that is incredibly important to Raydar is advancing the shopper marketing discipline in New Zealand. We know that by delivering to the needs of the shopper, we can have a profound effect on the performance of our clients’ business, simply because we primarily activate around the first moment of truth. It’s been proven time and again by some of the world’s biggest Brands and we’re excited that this Anchor campaign will be another proof point.”
Colenso BBDO produced the Anchor TVC based on Raydar’s promotional concept. The promotion is live until the end of August 2016.
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