Overview of this campaign
On November 13, 2013 The New Zealand Herald celebrated its 150th anniversary. We wanted to use this momentous occasion to reinforce our brand position, and to drive sales.
We were tasked with creating an engaging, aspirational campaign that would encourage repeat purchase throughout the promotional period and engage consistent buying habits. We also needed to build a database of casual purchasers for future reader communications and subscriber acquisition.
To meet these objectives, we worked with our insights and advertising team to secure a partnership with Mercedes-Benz NZ, allowing us to give away a $71,199NZD Mercedes-Benz C-Class as the grand prize. We also secured 150 other prizes, 10 to be given away daily throughout the promotional period. We wanted to offer a range of daily prizes, each targeted to different reader segments, in order to drive a sense of excitement among our readers. Daily prizes included Sony Smartphones, Canon digital cameras, Designer Jewellery, Artwork and Air New Zealand Holiday gift cards.
Entry was kept simple to encourage multiple entry - readers needed to find codes printed in the Herald and text them in or enter them at our bespoke microsite. A new code was printed daily, offering readers multiple entries into the daily prize draw and the grand prize draw in order to drive repeat purchase. We also offered keywords online and via radio, to capture people who may not traditionally be print customers.
Robust campaign creative with consistent messaging that was aligned to our 150th birthday celebrations was created to capture the imagination of our customers, reinforce the herald’s brand values and build awareness across the promotional period. It was also a great platform to showcase our ‘Creative Shapes’ advertisements to trade.
To support our casual sales objectives the campaign was marketed via a number of platforms including radio, solus eDMs, magazine, online banners, home page and iPad app takeovers, retail point of sale, inclusion in our headlines TVC, editorial front page pointers and in-paper advertising daily.
Results for this campaign
We received our best ever sweepstake result with more than 200,000 entries across the two weeks - an amazing outcome given our previous most successful campaign gained 160,000 entries. Over 34,000 unique readers entered, versus a target of 20,000. These results were an indication of the strong interest generated amongst readers and that we had chosen a campaign that successfully captured their imagination.
We saw an increase of single-copy sales over the two week campaign vs the two weeks before and after the promotional period - an uplift of over 20,000 copies. While it can be difficult to attribute circulation increase solely to the promotion, 77% of our entries came from code words printed in the paper (versus online or radio code words), which suggests that the promotion was a big factor in driving single-copy sales.
By partnering with Mercedes-Benz and other promotional partners, we were able to give away over $125,000 worth of prizes to our readers.
Our major promotional partner also gained a fantastic result, with 38% of entrants opting in to hear from Mercedes-Benz via email, versus a target of 10%. The promotion clearly demonstrated the brand fit between the Herald and Mercedes, and allowed us to strengthen our business relationship with them. As a result their advertising spend with the Herald in Quarter Four was over four times higher than initially negotiated as part of the co-branded promotion.
The campaign also allowed us to showcase the Herald creative shape advertising options. In all instances where creative shapes were used, entry numbers were above the daily average, demonstrating the use of smart and interesting creative has cut-through and impact on reader behaviour.
The 150th Sweepstake has been our most successful single-copy sales promotion to date, not only driving incremental sales, but also a huge level of excitement and participation amongst existing readers.