Pump Promo MASSIVE COUPON by Smart Partners

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Industry Water
Media Promo & PR
Market Australia
Agency Smart Partners
Art Director Faye Carré
Creative Kieran Flanagan, Dan Gregory, Jessie Jordan, Damien Sloan
Released November 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: COCA-COLA
Product/Service: PUMP
Date of First Appearance: Nov 1 2010
Entrant Company: SMART PARTNERS, Richmond, AUSTRALIA
Writer/Creative Director: John Mescall (Smart)
Art Director: Faye Carré (Smart)
Planning Director: Ashley Farr (Smart)
Client Services Director: Nicole Gardner (Smart)
Account Director: Frith Morrissey (Smart)
Creative: Dan Gregory (Smart)
Creative: Kieran Flanagan (Smart)
Creative: Jessie Jordan (Smart)
Creative: Damien Sloan (Smart)
Media placement: Billboard - Symonds Street - 1 November 2010
Media placement: Billboard - Mecure Building - 1 November 2010
Describe the objective of the promotion.
To drive consumer engagement with Pump water, build a unique personality to differentiate the brand from competitors, and drive brand love and frequency of purchase. Pump has always sought to be the most ‘active’ water brand in New Zealand - the water for life-junkies and people on the go, but pressure from cheaper me-too brands had seen brand equity begin to decline. This promotion was designed to help reverse that decline.
Describe how the promotion developed from concept to implementation.
The campaign theme developed was Earn Your Thirst. But unlike the typical promotion, we set out to make this one so difficult to participate in, it would deter only the most committed (while entertaining the rest). In this case, OOH offered a free bottle of Pump water for anyone who could achieve the next-to-impossible: cut out a car-sized coupon on top of a building. In short, we were going to make people earn their thirst.
Explain why the method of promotion was most relevant to the product or service.
By demanding a high level of physical and/or mental effort from consumers, we allowed them to live the brand promise: to engage with this promotion, you really had to Earn Your Thirst. In a world of me-too water brands, this methodology allowed us to reclaim the territory that Pump has always sought to own: the preferred water for life-junkies who are always on the go.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The giant OOH coupon was clipped two weeks after going up. Early brand-tracking results are showing increased equity scores in ‘a brand for me’ and ‘a brand worth paying for’.