Coca-Cola at SPAR Express
Coca-Cola partnered with SPAR Express for a campaign that ran from 18 December 2022 to 6 February 2023, through the holiday shopping period. The aim was engagement, with an entry so short that people would actually finish it, and a prize worth talking about.
The mechanic
Buy any two participating 440ml or 500ml Coca-Cola products, including the no-sugar range, at a SPAR Express store. Photograph the till slip and send it on WhatsApp. A valid slip was an entry into a draw for one of five travel vouchers of R25,000 each.
What Smartslip.ai did
- Checked each slip, so only a real two-bottle purchase went into the draw.
- Kept the entry on WhatsApp, which is why more people finished it.
- Collected consumer data with the entries, so the next campaign could be aimed at people who had actually bought.
The journey
- Awareness on in-store posters and on social.
- Two participating bottles at SPAR Express.
- A photo of the slip, sent on WhatsApp.
- A valid slip in the draw for a travel voucher.
What the brand got back
- Sales, because the entry required the products.
- Engagement, from a simple door and a prize people wanted.
- Loyalty, and a reason to buy again.
- Data that could shape the next brief.
Reporting covered total entries, unique participants, entries per person, and how the entries fell across the weeks, including the holiday peak. By keeping the entry on WhatsApp and the prize specific, Coca-Cola increased sales, lifted engagement, and left with data it could use.
To plan one, email andrew@brazenlabs.co.za. A later SPAR campaign, across three countries, is SPAR SaveMor.