CAMPAIGN FACTS

• Online: 21,000 unique visitors / 60,000 pageviews
• Offline: 10,000 consumer activations / 156,000 card impressions
• Database: 10,000 records

OBJECTIVES AND TARGET GROUP
•  Reach a young age group from 8 till 18 years
•  Incentive for participating in the online games
•  Generate a database
•  Generate web traffic

CAMPAIGN SET UP
The campaign consisted of 10,000 sets of icecards. To increase the awareness about the campaign, promotions in the magazine Donald Duck and on the packaging of Yogho Yogho drinks were used. By entering www.benjijwelhelemaallekker.nl Dutch consumers could order their Yogho Yogho icecards.

Within two weeks, the cards were delivered in their mailbox. By handing these handy contact cards to their friends and acquaintances, word of mouth about the brand was created, stimulating branding in the target group. In addition, the icecards worked as incentive to participate in online games on the dedicated order website.

To get insights into where and how often consumers drink Yogho Yogho, and into the perceived quality of the fruity drink, a small questionnaire was included at the end of the ordering process.

CAMPAIGN RESULTS
The Yogho Yogho icecards campaign was very successful. All 10,000 sets were ordered and distributed. The campaign effectively reached the prospected target group and generated a significant amount of web traffic, due to high demand.


85% of the orders represented the young age group of 8 -18 years. The average age of the people ordering cards was 15 years, peak lying at 13 years. The Yogho Yoghy icecards were popular to both boys and girls, each accounting for 50% of the orders.