|
The recent six-month Bokomo Weet-Bix
“Thank You” campaign concluded on a high note
when Childline South Africa received a R1 million
donation, the largest single monetary donation
the charity has ever received.
The synergy of this campaign aimed
to meet several objectives. Childline received
much needed funds and exposure; consumers won
elaborate prizes and assisted in raising funds
for the charity and Bokomo fulfilled their promise
to give back to the nation.
The company replaced the Weet-Bix name on its
packaging with the words “Thank You” during the
campaign to pay tribute to all South Africans
who have helped make the brand the country's what
it is today; the change also served as the driving
force for the competition. According to Jan Louw,
Bokomo Weet-Bix brand manager, the company donated
7,5 cents for every pack of the product sold from
April to September 2007, to Childline. The final
amount reached R1 million.
“The Childline logo and telephone number was
made available on all “Thank You” packs for the
last six months, but to show our support to the
cause, the Childline details will now be available
on all Weet-Bix packs moving forward,” concludes
Louw.
Joan van Niekerk, the national coordinator for
Childline, says, “This wonderful donation means
that we can reach many more children – thousands
in fact – who need Childline's help. Children
have one childhood and if we are not there for
them now we have missed the window of opportunity.
This donation empowers us to be more immediately
responsive to a greater number of children.”
The campaign also contained a competition element
where consumers could win three Citroën C4's,
Sony PSP Value Packs, thousands of rands in cash
and delicious Bokomo hampers. The entries, via
SMS and telephone, for this competition averaged
104 000 per month, with nearly 600 000 entries
for one campaign – an inspiring figure that exceeded
all expectations.
The campaign was driven through the packaging
and in store marketing communication, but also
included an extensive TV, radio and print media
campaign.
|
