The Land of the Free and the Home of the Brave

We Win You Win 1Introduction: I love bringing tools together to create new opportunities.  This is another one that got away!  Possibly a    self-inflicted escape…  Sometimes called ‘not doing your homework’.

Considerations: The term leverage… Too often stated but, rarely executed!   Leverage your budget. Leverage customers good will. Leveraging is actually not that straight forward.  It generally requires hard work.

Problem: Our team was one of four agencies to pitch for the Australian retail leverage of the China Olympics for Panasonic Australia.

Challenge: Four agencies – each pitching multiple concepts.  Potentially, the client may see (upto) 12 promotions and brand engagement concepts.  Maximum clutter…

As ever, we analysed the style and specialties of the competitive agencies to ensure that we knew what we were likely to be up against.

With many consumer electronic campaigns already implemented (over the years) and multiple sporting associations already in place it was unlikely that any new/unique concept would be presented – there lay our challenge!

Insights: Many of the consumer electronics manufacturers in Australia were sponsoring Australian teams and events.  The Panasonic brand challenge was to truly embed itself  as a supporter of the Australian team.  And, reflect the brand’s passion for Australia to shine at the Olympics.

The Concept: “Dear consumer.  Purchase one of the featured Panasonic TV’s.  Register your purchase on our campaign microsite.  If Australia wins at least (xxx) medals in the Beijing Olympics we will refund you the full purchase price of the TV you bought”.

Proposition: We Win – You Win.

“We (Australia) Win – You (consumer) Win!”

Creative: Our concept was inspired by a successful promotional programme from Europe.  But, the concept had never run in Australia.  In Europe the programme was associated with the FIFA Soccer World Cup.  LG in Italy ran the promotion linked to Italy winning the World Cup – well, they did…the LG risk managers paid out and every registered consumer received a full TV purchase refund.

Promotional Risk Management: Our team were Australian leaders in using promotional insurance to leverage promotional and in particular prizing budgets.  The research our insurers did showed that the top scoring year for Australia and any Olympics was 58 medals in 2000 followed by 49 medals at Athens in 2004.  This gave us our conditional threshold for insurance cover.

Solution: Our budget was limited for prizing but, unwritten with insurance we had leveraged the biggest promotional offer to ever run in Australia.

Digital Leverage: The concept needed explaining.  Online was a great way to deliver long-copy linked to a ‘rich’ visual message.

E-Mail was also a targeted way to deliver countdown messaging to our already existing opt-in database and rental lists (E-Mail Cash, etc…).

Once consumers had purchased and registered on our campaign site we also had the opportunity to deliver brand and event broadcast messages to support the broader Panasonic Olympic association.

If the medal tally reached it’s required condition our digital database was the most efficient way to stay in touch with consumers and keep them advised of the fulfillment process.

When an event is as live and real-time as the Olympics, digital is the most cost effective tool to deliver tailored messaging.

Results: It was a VERY big concept for the corporate lawyers and finance department to come to terms with.  A conditional rebate such as this was not known in Australia.  As timelines got squeezed the insurance market also became more conservative as a result of Olympic and China related news stories.  There were even fears that Russia or the U.S might pull out.

The insurance policy became almost impossible to source.  We needed AUS $170,000,000 in coverage.  The timeline was now too short and the market too conservative.

Learning: Don’t sell in this type of concept when there are only 5 months to pull it together – the concept needs 12 months. And, secure the insurance cover early to avoid market nerves that may push premiums up.

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~ by rtymerej on September 30, 2009.

 
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