Cannes Lions

ENERGY DRINK

GEORGE PATTERSON Y&R, Melbourne / SCHWEPPES / 2009

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Overview

Entries

Credits

OVERVIEW

Execution

Our creative solution for giving away as many cans as possible was the Good Energy Totem. At the very start of the campaign, an eDM was sent to an opt-in database collected from previous Spring Valley campaigns. This eDM invited users to contribute to the Smart Energy Totem. This online sampling mechanism directly related to our idea of using your energy for good. Consumers went to the site and received a unique code they could use to redeem a free can. They only received this code once they'd used their energy for good, by adding a piece to the energy totem.

We were hoping to give away 50 cans a day, with at least 20 pieces added to the totem daily.

Outcome

As of writing this, the totem is averaging 200 new pieces a day, which now makes it as tall as the Eiffel Tower. At this rate, within five months it should comfortably pass the moon.

In the first week, of 12,000 unique visits, 5,900 cans have been redeemed. That’s nearly a 50% response rate. The site has had 86% unique visits. Average site time is a 6 minutes. We are averaging 250-300 visits to the site per day. This has led to a rapidly growing new database which will be used for ongoing promotions and communications.

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