THE MAINLAND 2000-PIECE VOUCHER

TitleTHE MAINLAND 2000-PIECE VOUCHER
BrandFONTERRA BRANDS NZ
Product / ServiceMAINLAND
CategoryA01. Food & Drink
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND
Production INTERNATIONAL RESCUE Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Mike Davison Colenso BBDO Creative Director
Charlie Godinet Colenso BBDO Art Director
Eloise Jack Colenso BBDO Copywriter
Tim Thach Colenso BBDO Junior Creative
William Sidnam Colenso BBDO Junior Creative
Annabel Rees Colenso BBDO Group Business Director
Annabel Rees Colenso BBDO Group Business Director
Almaz Rabb Colenso BBDO Account Manager
Barnaby O'Donnell Clarke Colenso BBDO Business Manager
Cherie Mason Colenso BBDO Producer
Margaret O'Sullivan Fonterra Group Marketing Manager Local Jewels
Lucie Baker Fonterra Senior Brand Manager Local Jewels
Rob Macdonald Fonterra Digital Engagement Manager
Alex Gillespie Colenso BBDO Digital Producer
Lewis Mulatero International Rescue Photographer
Rob Finn International Rescue Photographer's Producer
Reks Kok Colenso BBDO Retoucher
Katie Campbell Colenso BBDO Mac Op
Baxter Richardson Colenso BBDO Mac Op
Erin O'Connell Colenso BBDO Mac Op
Stuart Sutherland Colenso BBDO Studio Coordinator

The Campaign

We brought the iconic brand line “Good things take time” to life with the Mainland 2,000-Piece Voucher. The voucher for free Mainland Cheese came in the form of a huge and difficult puzzle; one of the most notoriously time-consuming hobbies there is. The puzzles were created using macro shots of our cheese, making the already-tricky puzzles even harder, with large surface areas of all the same colour. The only way customers could redeem the voucher, and get their cheesy reward, was to send us a photo of the fully completed puzzle – proving, in the process, that good things really do take time.

Creative Execution

The campaign launched on December 11th 2017, with a social post on Facebook calling our customers to apply for a 2,000-piece voucher, by telling us who they’d enlist to help them finish it. Almost 2,000 people applied, and a week later, our lucky cheese-lovers were chosen. Each was sent a Mainland 2,000-Piece Voucher in a tailor-made box, along with instructions on how to redeem it, and handy hints on how to complete it. To redeem the voucher for their cheesy prize, they had to send us a photo of the entirely finished puzzle. It took them a bit of time, a whole lot of effort, but – just like Mainland cheese – It was worth the wait.

Results

We wanted to create a campaign that reinforced “Good things take time,” in a way that provoked high customer engagement. And with the 2,000-Piece Voucher, we did just that. Thousands of our fans applied to receive a voucher through Facebook, making it Mainland’s most successful campaign on social to date - seeing three times the engagement of the brand’s average Facebook promotion. And in the following weeks, those lucky customers chose to spend hundreds of hours of their own precious time, piecing the voucher together – all for the sake of free Mainland cheese. The record time for completion was a huge 45 hours, and by the end of the campaign period, the Mainland 2,000-Piece Vouchers had seen a staggering 40% redemption rate – beating the worldwide direct-mail average response rate by 809%.* *Based on Direct Marketing Association (DMA) 2017 Response Rate Report’s findings of an average 4.4% response rate.

We all love cheese. And we put that love to the test, with the Mainland 2,000-Piece Voucher – a direct campaign, with a response that called for some real effort. Through Facebook, hardened cheese fans put their hands up to receive a 2,000-piece voucher. Once the voucher was posted to their door, they had to give us hours and hours of their in-depth attention across several weeks, while they pieced it together. And after they’d put in the hard work, they had to contact Mainland with a photo of the completed voucher,letting them finally redeem it for their cheesy reward.

The target audience for Mainland encompasses all Kiwi cheese-lovers aged 25-69. It’s a broad audience, and a tricky one to capture. They’re busy young professionals. They’re full-on families. They’re newly retired with a fresh lease on life. It’s very difficult to get these busy cheese fans to interact with Mainland – and even trickier to get them to interact with us over an extended period of time. So we wanted to create something truly engaging. Something that would not only compel them to spend time with the brand – but to actually choose to spend hours and hours with us, in their own homes, over a period of several weeks. To add an extra layer of relevance, we chose to release the campaign in the lead-up to the Christmas holidays - tapping into an existing behaviour, as many Kiwis already enjoy making puzzles during their holiday breaks.

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