Lead planner: Simon Jenkins
We faced the challenge of increased competition from Scottish & Newcastle's newly launched Bulmers and the continuing fragmentation of the cider category by smaller brands, such as Gaymer's and St Helier.
Cider is traditionally very seasonal in its consumption, often only added to people's drinking repertoire in the summer months. This is true for Magners, particularly with its "over ice" proposition. As part of the "Another Season, Another Reason" campaign, we decided to give consumers other reasons to purchase Magners, by identifying other times of the year when people relax, drink and socialise. Bank holidays leapt out as the ideal opportunity to reach people. This also fitted perfectly with Magners' "Time Dedicated To You" proposition.
We created a mechanic that enabled us to give something back to radio listeners, while promoting the Magners brand. We selected Virgin as our broadcast partner on the basis of its demographic profile and national coverage. We worked with Virgin to create a "What Bank Holidays Were Made For" package based on ad-free airtime, supported by competitions for Magners-related prizes and listener-generated programming, effectively giving "time" back to listeners for the bank holiday. An online element added longevity to the campaign and increased audience engagement via another competition. The May half-day and August full-day promotions were in keeping with the theme of the day, and consisted of questions on core Virgin Radio tracks.
The over-delivery of the campaign delivered an estimated 2:1 in terms of media value versus investment and the opt-in rates for the competitions were equally impressive, at 78% (promotion one) and 84% (promotion two), against a usual response of 65%. Most impressively, econometric modelling demonstrated positive ROI. Both promotions delivered an exceptional return of £8.66 for every pound spent (source: MPG/Magners econometric modelling).
Simon Jenkins, strategy director, MPG