The Problem
Lindt Cafés & Shops came to us with an exciting campaign – to promote an in-store competition to win a trip for two to Switzerland and meet the brand’s global ambassador, tennis superstar Roger Federer!
The challenge for headmark. was to substantially increase foot traffic to their key locations through beautiful creative and strategic advertising. One key barrier was an exhaustive competition entry process which needed to be communicated clearly and succinctly.
The second was related to how the digital arena is often saturated with similar competitions, so we knew it would require creative that was nothing short of outstanding in conjunction with seamless activation to achieve penetration and take-up.
The Idea
The first step was to create incredibly eye-catching visual creative for both in-store point of sale and across digital platforms.
We developed the tagline ‘Two Swiss Superstars’ to underscore the iconic status of both Federer and the Lindt brand itself.
Our digital team built out a comprehensive and omnichannel digital approach to drive awareness of the offer and encourage users to go in store. This included strategically targeted Facebook and Google Display campaigns for high visibility in key geographical areas. The content announced the competition and drove recall through sequenced messaging and remarketing – all pushing a CTA of finding your nearest location.
Our studio designed clean, fresh creative with very strong Lindt branding that hero-ed Roger Federer. It was designed with a strong colour palette so that it would pop, whether on life-size cutouts in-store or across digital. Our design team crafted beautifully animated creative for social, a landing page, online portal, print assets, and hanging banners for in store.
Finally, it was important that the campaign language had punch. Our copywriting team devised a wry, witty tone of voice for the eDM campaign to the Lindt loyalty database, playing on Roger’s smooth image.
The Result
All the elements came together cohesively to give the campaign incredible reach. The eDMs went to 21,000 recipients and had an average open rate of 26.3% (well above the retail industry average of 14%).
Facebook advertising reached 1.9 million people, while Google Display ads smashed the target by 270% with 1.8 million impressions.
Our core KPI for this campaign was increased foot traffic into the Lindt Cafés & Shops. And it was a success! Our Roger Federer campaign earned the most foot traffic of the year when compared against 6-week/4-week time intervals.
The campaign also drove serious revenue growth. Compared against Lindt’s busiest time of Easter (over a 6-week period), Roger’s 6-week campaign earned 90% of the same revenue.
Game. Set. Match.
