Ideas Matter
Ribena wanted to tap into its dual audience of young adults and families or ‘mums’ in a fun and engaging way, but at the same time drive long-term loyalty through signing more of its customers up to its CRM programme. With everyone enjoying the festival spirit over the summer, a music activation campaign was ideal, supported by ATL, we devised and implemented an on-pack promotion across all of their Ribena product base, giving away festival passes as well as MP3 downloads.
Results Matter
The campaign delivered fantastic results with more than 300 festival tickets given away, 3,000 albums downloaded and 20,000 music tracks. We also signed up more than 30,000 customers to Ribena’s successful CRM programme.