"Momentum Worldwide July 2010 Newlsetter-Retail and Promotions Edition"
Welcome to the Momentum Worldwide newsletter showcasing our recent work from around the globe. In this iteration, we share work from our Retail & If you'd like to learn more about Promotions disciplines. From Chicago to Australia, we hope you enjoy! Momentum, please email Leslie.Hebron@momentumww.com. Kraft: Triscuit's Home Farming Office Depot: The Small Initiative Business of NASCAR Consumer research showed that over two-thirds of Momentum gave Office Depot more RPM and a new Americans are interested in growing food in their competitive twist on its sixth annual "Official Small Business of backyard garden, and that three out of four prefer to eat food with NASCAR, Courtesy of Office Depot" sweepstakes. Office Depot a few simple ingredients. Kraft initiated the Home Farming challenged Momentum to make the promotion "bigger and better" Movement for its Triscuit brand with non-profit organization, Urban than ever before. Our creative concepts helped to reinvigorate the Farming, and set out to create community-based farms in 20 sweepstakes and make it the very best yet. markets during the spring of 2010. Momentum was instrumental in leading the effort, orchestrating the Groundbreaking events, and helping Triscuit spread the message of simple, authentic goodness. Hahn Super Dry: Socceroos Caffeine-Free Diet Coke: "Stay "Raise the Game" Campaign Extraordinary" Hahn Super Dry, generally associated with Australian After a successful brand relaunch in 2009, the Diet amateur sports (via sponsorships and promotional Coke team was inundated with requests from retailers to maintain activities) stepped up to the professional realm in 2010 as "Official consumer engagement and continue building the brand as a tool Beer of the Socceroos" for the South African World Cup. that helps Diet Coke drinkers be their personal best, anytime. Momentum created the "Raise the Game" campaign, complete Momentum developed a turnkey retail program based on Diet with onsite and retail promotions. Coke's core idea, Stay Extraordinary. XXXX Gold: "Maroon Corp" Subway: Subcard Loyalty Campaign Program The "XXXX Maroon Corp" is a campaign developed Following a successful pilot launch in ROI and NI in 2009, by Momentum Sydney for Australia's second largest beer brand – SUBWAY tasked Momentum London to launch their customer XXXX (Fourex). Recently completing its second year, the loyalty scheme SUBCARD across the rest of GB in 2010. The campaign leverages XXXX's sponsorship of the Queensland scheme rewards customers with loyalty points for all purchases Maroons, competitors in Australia's most famous Rugby League made at SUBWAY Stores. These points, once accrued, can be competition – the State of Origin (SOO). Momentum's integrated redeemed for a free Sub. The core objective was to drive campaign helped to celebrate the team and has been highly customer loyalty and frequency. successful in emotionally re-engaging fans after a 20-year sponsorship. Office Depot: "Grow Greener" Windows Phone Expert: For the 40th Anniversary of Earth Day, Momentum Germany developed an integrated sales promotion supporting To overcome the barriers of communicating with Office Depot's Green initiatives. By creating an anchor microsite RSPs (Retail Sales Professionals) in-store within and managing other promotions for the campaign, we invited Germany, we worked with Windows Phone Expert to produce an people to discuss what it means to be "green." We also recycled exciting and engaging online social media campaign to directly and traded in old office equipment and we planted trees. Through drive registration to the online training program. We had the the integrated campaign, Momentum helped Office Depot to "own" chance to not only build these new relationships directly with Earth Day and celebrate its sustainable business practices. RSPs, but then to maintain them, too, by producing an online community in which they can hang out and discuss the matters that are really relevant to them at a local level. Unilever: "I Scream, You Lifetime: Street Team Scream, We All… Smile for Ice Makeovers Cream?" To create buzz around the premiere of the second Unilever has created the world’s first smile-activated season of "Drop Dead Diva," the Lifetime Network brought ice cream vending machine for its "Share Happy" campaign. The "Makeovers on the Move" to the streets of New York City – a glass machine can sense when someone is near and promotes box truck outfitted with makeover stations and brand ambassadors interaction – if a person's grin is wide enough, they get free ice giving mini "diva" experiences. The tour presented a unique way cream! The technology also integrates with social networks to to illustrate the essence of the show and engaged consumers with create a one-of-a-kind user experience. the Lifetime brand. L'Oréal: Virtual Makeup Kiosk Canadian Club: "Wild Whisky For consumers who don’t care to be "made over" in Chase" public, L'Oréal recently implemented interactive technologies at Canadian Club Whisky is resurrecting an old tradition. retail so consumers can snap a self-portrait and see what the The "Wild Whisky Chase" is a new promotion that challenges products look like – without the mess. With a touch-screen people to hunt for hidden cases of whisky for a prize of $100,000. interactive interface, people can test L'Oréal's products like never In 1967, the company began hiding whisky around the world. In before. the new contest, eight adventurers will journey into the unknown in a series of scavenger hunts and trivia challenges designed to reveal the hidden cases' secret locations. Their goal: get people re-involved with the brand and engage them in a deeper way than advertising.