People have the chance to 'Win Toys' by texting to enter a daily draw to win 5x100 ELC vouchers, plus a 20% off ELC voucher on-pack.
I was a bit nervous I would be given a bad campaign to review, so upon first glance I was somewhat relieved that it appeared to be a good solid promotion. Little Stars is yummy and natural and ELC is fun and educational – so it’s a really nice brand fit in my opinion.
People could argue that winning toys is a pretty obvious for a kids brand, but personally I think that in today's times any promotion that offers a practical and tangible benefit works. The daily prize pool of £100 vouchers isn't that motivating, but I think that the 20% off voucher is quite compelling (would have been fab pre-Christmas!) and toys have wide-reaching appeal.
I went to the store to see the promotion in-situ and thought the creative was well executed and had standout (though with no kids and only jumbo packs on-sale, I’ll be eating their jelly pots for weeks!)
However after texting to enter the competition I received a fairly un-charming reply directing me to www.mullerdairy.co.uk. I suppose this is where disappointment started to creep in. The site lacks engagement and, although aimed at mums, has a strange 'spot the difference' mechanic to enter yet another competition offering more ELC vouchers and products.
It feels like digital has been done as an add-on, rather than part of the integrated plan. Given ELC has such a strong online sales channel, I think that they have really missed a trick with the digital execution (especially given the hefty 1.25mill budget). I would have made this channel work a lot harder by building a singleminded landing page, reciprocal links on the ELC website, paid-for SEO so that when people searched for ELC they would see the offer.
The other thing I would have tried to do is build in some ‘delight factor’ to the promotion (maybe in the language, ongoing communication, supporting activity, web….etc), something to take it from good to great.
So while I can't see it winning any awards, I do believe the promotion has a solid core and will meet objectives. So therefore it deserves a decent score.
Rating 7 out of 10
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