oOh!media has souped up the current You and Maggi Cooking Up Fresh Ideas campaign with a series of novel outdoor executions.
Maggi’s new contemporary flavours are now being sampled via retail advertising panels that dispense a discount coupon for the range. Sydney-based oOh! claims this is a first in New Zealand.
oOh!Media’s proprietary ShopaLite technology features a button on the advertising panel that, when pressed, gives the shopper a coupon to receive a discount off the purchase of Maggi’s recipe bases range.
The three specially built panels stand out in Sylvia Park, Northlands, and Botany shopping centres and are part of a much larger six-week oOh! retail campaign, which the company says have the potential to deliver more than six million New Zealand shopper contacts.
“This is a New Zealand first and a classic example of how engagement with consumers can directly drive sales,” said oOh! ceo Brendon Cook.
“oOh!s innovative dispensing ShopaLites are designed to encourage interaction between shoppers on the path to purchase. The shopper simply presses a button and receives a discount coupon which can then be easily redeemed within the supermarket.
“These ShopaLites allows us to measure the success of the campaign. We can see how many coupons were dispensed and the exact number of shoppers who went in store to purchase.”
Maggi brand manager Christian Thomas said: “We were looking at a way to encourage shoppers to try our new contemporary flavours and partnering with oOh! has done just that.
“A simple press of a button on these ShopaLites puts our brand into shopper’s hands right before they walk into the supermarket. It’s great for stimulating sales. You can’t get better than that!”
The coupon dispensing ShopaLites were created especially for Maggi and a national, static ShopaLite campaign will support the voucher dispensing campaign.
The coupon dispenser units can be seen on ShopaLites running from 20 April 2015 for two weeks at Sylvia Park, Northlands and Botany
CREDITS
Campaign: You & Maggi Cooking Up Fresh Ideas
Creative Agency: Periscope NZ
Media Agency: MediaCom NZ
Media and Production: oOh!
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