Mondelēz International owned confectionery brand Trebor gave its minty fresh consumers the chance to win a ‘Breath-taking Experience.’ The promotion ran on-pack across the Trebor mint range for two months. Giving winners the opportunity to win ‘a trip of a lifetime everyday’. We were asked to create and manage two tiers of breath-taking holiday prizes aimed at their 50+ audience.
The winners of a Trebor ‘Breath-taking Experience’ were able to choose from a selection of unbelievable holiday destinations ranging in value from £1,000 to £6,000. The choices included adventure, sightseeing, beach and culturally rich holidays from a safari in Botswana to walking the Great Wall of China and diving into the big blue of the Great Barrier Reef.
This competition went live on thirty-three million packs of Trebor, increasing revenue by 98% .
Destination: Taj Mahal, India
“Everything from the flights to the hotels was absolutely excellent – it was my dream holiday. You delivered my idea of a dream trip exceptionally well. Virgin Atlantic was superb. All the hotels were excellent, especially Le Meridian in Jaipur and The Park in Delhi. The driver was brilliant – he’s called Mohan Singh and he’s based in Agra. I think that was just about my best holiday – ever.” Steve, Cambridgeshire, UK
“We challenged IMS to create breath-taking travel experiences to incentives consumers to participate in this nationwide multi-channel initiative. They delivered a great job” Marketing Director