To allow mothers and children to dream and win immediately a journey into the world of pure naturalness where the product comes from, IAKI has studied a contest with a SMS instant win promotion mechanics; a vacation in the alps and the possibility of adopting a cow become prizes of a promotion that states the marriage between true nature and Galatine Soft.
Sandro Marchetti, CEO of IAKI, tells us what happened.
Why has Leaf Italy chosen the promotion “Win nature in liberty”?
The client wanted to emphasize the naturalness of the world and of the Galatine product, this is why they liked our idea. A solution that also had the benefit of consolidating the cow in the role of testimononial, a real guarantee of quality. With Adopt the cow, we have thus provided an opportunity for mothers and children not only to adopt one from a distance, but also to visit her in person at the pasture, on a weekend in Trentino.
Why did you choose a SMS + ticket mechanics?
We chose to associate the SMS to an instant win mechanics, to give the promotion a sense of directness. We wanted to encourage this kind of experience: the child wants candies, and asks her mother and together, just out of the store, they can check if they have won.
What are the skills needed to handle a contest?
First of all you need to know how to identify a creative idea on which to base the promotion. It seems obvious, but the success or failure of a promotion often depend on the quality of the idea. To find a suitable you must have a deep understanding of the identity and the target of the product, and the ability to innovate: the best promotions are those who know how to dare, in terms of premiums and creativity. Secondly, the experience needed to know how to choose the right mechanics and select the prizes, co-marketings and partners, cheaply and with interesting results. Finally you need a solid technical promotional background to manage internally many different and integrated aspects, ranging from ministerial practices in software development or web sms related to competition, to all aspects of the winning post, contact the winners at the awards. We have designed and built one hundred and twenty promotions in different fields, so I would say we are very used to dealing with these activities in the field of prize events, especially with the use of technology.
What is the weight of technological skills, in promotions?
Being able to totally control the technology platform is critical because it allows us to be flexible in the choice of the competition mechanics: with all the tools always at our disposal, we can always choose the most suitable formula. In addition, a thorough knowledge of this technology allows us to protect effectively our competition from attempts of unfair participation or fraud. Care should be taken in designing and managing a promotion since its inception, to guarantee everyone the same chance of winning. In this sense equipping yourself with an effective structure of software and hardware, such as the platform of SMS IAKI, is the first essential requirement.
How did you manage co-marketing?
After an extensive search, we have identified several points of contact between the company’s activities to promote tourism in Valsugana and communication objectives of Galatine. Putting together these two realities, we have developed a brochure with photographs of all the cows to be taken divided by Alpine, custom communication Galatine. The end result is a catalog that allowed the winners to choose which cow adopt and which hotel to spend your holiday for the premium, with great flexibility.
Can we know the names of the adopted cows?
I’m sorry, but I have my mouth sewn by the inviolable mandate of the Privacy Act.