fresh created a unique campaign for the Daily Telegraph aimed at:
Adding value to the newspaper
Increasing shelf presence
Encouraging trial
Rewarding loyalty
Being cost effective
Campaigns and dates:
Free Kids Activities - 7th to 11th April 2008 inclusive
Re ran the campaign in May 2009 because of 2008 success
The promotion was created to give added value to the Newspaper during the school holidays (Easter break and Summer half term). Both involved fresh rewards joining together two like-minded brands with mutually beneficial effect. There is a natural synergy between the reward incentive, the readership and the Ford Galaxy – a perfect family car with space for a great day out.
Campaign one: Free Kids Activities with the Daily Telegraph and Ford Galaxy who used this promotion to promote the vehicle. Each day a different activity / sport was advertised but readers could choose to enjoy any of the following:
Free Dance lessons – one free dance lesson for children up to age of 12. There were 220 venues involved.
Free music or drama lessons – on free lesson for children up to age of 12. There were over 250 venues involved.
Free football coaching - one free session for a child up to age of 12. There were over 500 venues involved.
Free swim session or lesson – one free lesson or one free session for a child up to the age of 12. Over 300 venues involved.
Free multi sports session – valid for anyone under 12. Over 300 venues involved.
The Daily Telegraph chose fresh rewards due to the paper being nationwide. fresh rewards could involve participating venues nationwide, and thus include all Daily Telegraph readers. It was important that readers were able to redeem their vouchers easily and with convenience.
The DT has over 2.2 million daily readers, all of which we needed to cater for! We needed to appeal to the masses.
85% of DT readers read no other quality daily so it was also important to retain this loyalty.
The campaigns were very well received by the readership as they were a good fit to the DT’s family profile and were simple to use and easy to communicate. The DT readership is also keen on sport, it’s the only national broadsheet newspaper to have a daily sports section.
The DT felt the campaigns definitely created added value to the newspaper and made them stand out from the crowd. With a plethora of newspapers all vying for attention, they felt the incentives had a strong synergy with the lifestyle of readers and a fit with the aspirations of the target audience.
fresh rewards were contracted to manage both promotions which included creating a promotional website. The data base containing all the participating venues was provided by fresh rewards, with whom all facilities and providers held contracts. We engineered the postcode search function and mapped the customer journey. fresh rewards also supplied the terms and conditions for each daily feature which were also signed off by the Institute of Sales Promotion (ISP).
The campaigns were deemed to be cost effective because there was no additional cost of putting a hard incentive into or onto the paper. Neither did the DT have to organise collection of incentive in store, there were no insertion fees and they avoided storing and stacking problems. No additional weight and postage costs were incurred.
Research through CSQ’s by fresh rewards indicated that swimming sessions and lessons were the most popular reward. Redemption levels hit 27%.
Promotional mechanic: Readers were required to cut out the voucher from the paper. Readers then go to the promotional website and key in the promotional code for that day. The postcode search function then details the nearest participating venue’s to the reader. The reader is then free to call the venue direct to book and check availability.
Client Comments and Thanks:
“Thanks to all the team at fresh rewards for their hard work and efforts. Using a variety of health and sports related rewards & incentives from high profile affinity partners the Daily Telegraph achieved the aim of retaining loyal circulation and readership figures. fresh rewards sourced, contracted and managed different health, sports and leisure related partners so that our front page promotional puffs could display a different daily reward. An impactful campaign, tailor made to our readership”.