Objectives:
To increase sales of Kellogg's Special K product K during the autumn 'down period'.
Mechanic:
The Special K reward was a free beauty consultation at participating partner venues with a simple on-pack coupon mechanic.
Customers bought three promotional packs in store and then cut out the coupon printed on the back and send to TLC.
The customers then received their voucher. All information about the campaign and contact details of participating venues, like for example cosmetic studios, hairdressers, stylists, etc. were provided on a dedicated promotional website. The customers simply had to contact a participating venue directly to book appointment or consultation and hand in their voucher on the day.
Results:
The campaign was a big sucess for Kellogg Deutschland, the retailers and the customers.