Znip Znap: On-pack promotion for Dr. Oetker
With the aim of increasing the frequency of Ristorante frozen pizzas, Dr. Oetker commissioned the shopper marketing agency Znip Znap to develop an engaging on-pack consumer promotion.
Together with its partner agency Seitenkick, Znip Znap is responsible for the promotion mechanism, design of the key visual, communication media (on-pack, print and animated online banners), acquisition of prize partners with a prize package of CHF 50,000, all texts including conditions of participation and realization of the Online competition.
The game center developed by Seitenkick was used for the competition, which, in addition to the participant database, ensures the game mechanism and provides the customer with a cockpit where, in addition to the statistical data, the winner letters can also be printed automatically in order to simplify the handling of prize dispatch as much as possible. Since October 2013, consumers have been able to find an individual participation code on all Ristorante pizzas, which can be used to collect virtual Ristorante ingredients online. As soon as the participant has collected three of an ingredient, he/she wins the corresponding prize, which, according to the press release, ensures a high level of participation throughout the promotion period. A Fiat 500 will be raffled off among all participants at the end of the promotion. The main prize is intended to underline the Italian positioning of Ristorante.
Responsible at Dr. Oetker: Patrizia Mauro (Product Manager). Responsible at Seitenkick (realization of online competition): Samuel Binz, Tuan Nguyen (Managing Director). Responsible at Znip Znap: Patrik Marty (Managing Director).
