Viola gold

Tasks

Communication

Reflect new positioning “The standard of processed cheese,
made from hard cheese” in 360 degree promo campaign.

Business

Raise awareness of Viola cheese throughout Russia’s regions and encourage
people to try it; also to increase brand loyalty in Moscow and St. Petersburg
in order to encourage higher consumer spending on their products.

Solution

In-pack promo GOLD PRIZES FROM VIOLA with combined mechanic:

• guaranteed gifts for loyal customers
• prize draw for trial customers

GEOGRAPHY

Russian Federation

PERIOD

October 2013 – February 2014

REGISTRATION CHANNELS

• WEB
• SMS

All Viola packaging was redesigned for the promo.

17 000PLANNEDPRIZES

5 prizes

100 RUBLES

on cellular phone account
every two hours

5 prizes

10 000 RUBLES

EVERY WEEK

5 prizes

100 000 RUBLES

EVERY MONTH