March 2014
Intermediate to advanced
272 pages
4h 37m
English
Market
Germany
Descriptor
Danone shows how to use mobile to build direct response.
The challenge
Promote Activia’s International Women’s Day competition going live on Activia’s website.
Campaign budget
€20,000 for addressing 220,000 O2 customers via SMS including a post-campaign survey, to which 20,000 people were invited.
Target audience
Women aged 18–54.
Action
- Danone created Danone Activia sucht die Heldin deines Lebens (Danone Activia examines the heroines in your life), a competition in which women could nominate their ‘everyday heroine’, and have the chance to win a cover photo-shoot with top women’s magazine, Freundin.
- The creative campaign, designed to inspire women to think about what made their ‘everyday heroine’ ...
