“The whole prize experience was amazing; we lived the dream for four days. Thank you to you, Oykos and everyone involved. A once-in-a-lifetime trip that I will never forget and I feel very privileged to have won.”
Oykos: Island Escape Winner
What did the client want?
Oykos is a leading yoghurt brand; famed for its luxurious appeal and Greek roots, the brand was searching for a definitive way to stand out from the crowded, refrigerated shelves as the basis for their next piece of major brand activity. Having used a healthy mix of on-pack promotions and sampling in the past, a more robust strategy was the next logical step. With the services of Peter Andre already secured – reinforcing the strong Greek heritage of the brand – Oykos went to pitch to find an agency who could deliver the ultimate in immersive brand experiences.
We curated a once-in-a-lifetime opportunity for on-pack winners to enjoy the chance to spend a week with Peter in a luxury villa in Mykonos, courtesy of Oykos. Every aspect from villa contracting and branded towels to legal compliance and refrigerated shipping would be outsourced. The opportunity to create something truly unique for a selection of lucky winners was too good to pass up.
What made it stand out?
Aside from delving into the minutiae of such things as temperature-controlled shipping of yogurt to Mykonos and the correct weight of cotton for the branded towels that would adorn the sides of the private pool, we also had to manage the specific market expectations for winners from Tesco, Asda and Morrisons supermarkets. With a different demographic for each store, it was important to create a bespoke set of experiences for each group based around a private meet-and-greet with Peter.
From a private wander around the markets of Mykonos to an intimate cooking class and a sunset picnic on the beach; each set of winners was made to feel that they had their time with the star and the brand benefitted from the opportunity to reach multiple winners in one event.
How did the campaign add value?
The brand had never activated a piece of immersive brand engagement on this scale before and the expertise of a dedicated prize management agency proved invaluable. Not only was the villa 100% on brand, but the key touchpoints such as the pool towels, the ‘hunks in trunks’ and the bespoke experiences matched exactly the preceding advertising campaign.
What could have simply been a great prize giveaway actually provided the client with fantastic PR content that they shared across all platforms and generated its own ROI.