Couple of Saturdays back, my wife dragged me to the shops, Eastgate of all places, the mecca of the crowded passages. As you can see I am not really a fan of the shopping mall.
Anyway, one of the things I absolute DREAD about the shopping malls, are the “promotion” stands. Eager beavers who have a handful of pamphlets, whom you avoid making eye contact with, and pick up the pace to try and get through the “kill” zone unscathed. Sometimes you do and other times you try and politely extricate yourself from the conversation, “No not right now”, “Let me talk to my wife about it”, etc, etc.
Well on this particular Saturday I came across something a little different…
Bioplus “Spot the Difference”… What first attracted my attention, was the amount of people gathered around the promotion. When there is a crowd there must be something worth looking at.
The concept was simple…
Three live mannequins ( young good looking guys & a gal), a gym scene, and a transparent rotating box!
All you now had to do was “spot the difference”.
The scene was setup for 15 minutes at a time at which point you had to study the scene. Once the 15 minutes was up, they would rotate the “stage”, conceal the scene, make a couple of changes and then rotate it back into view. At which point you had to spot what was different and SMS the answer to a short code.
This in my view, was a great “promotion” on a number of levels.
1. They pulled people in “naturally” by creating a buzz.
2. You had people looking at the brand for a lengthy period, in some case more than 15 minutes at a time.
3. While you waited, you got to sample their products, for free.
4. You had to register via SMS to enter, the process was simple enough – keyword followed by your name. So they got real data of people that were engaging with their brand and from that they are able to track the “traffic” and from there make tweaks to follow up promotions.
5. The prizes were dished out hourly. R1000 cash – nothing wrong; would bring a smile to anyone’s face on a Saturday morning, even mine.
6. They changed the scene every hour to something completely new. The scenes were based on which scenarios you would use the particular product, again re-enforcing the brand and the product.
Well done to the team that pulled together the Bioplus “Spot the Difference” campaign. Good Job.
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