Title	J7 TONUS. 24 HOURS LEFT
Brand	PEPSICO
Product/Service	JUICE
Category	C05. Customer Retail / In-Store Experience
Entrant	SEVEN Moscow, RUSSIA
Idea Creation	SEVEN Moscow, RUSSIA
Production	SEVEN Moscow, RUSSIA

Name	Company	Position
Alex Leibovich	Seven	Creative Director
Leonid Zezin	Seven	Deputy General Director

The Campaign

The clients had apprehension that many buyers might forget to register the receipts after buying promotional product. As a result, the consumer does not acquire positive experience of participation in the promotional action, reactions to promotional impact are reduced, and the possibility to continue communication with the buyers having registered the receipt on the website is lost. Thus, the key factor that determined the success of the program was the registration of the consumer in the client’s CRM. We have conducted a consumer behavior study regarding participation in receipt mechanics and arrived at the conclusion that 40% of the people who accepted the promotional proposal forgot to register their receipts. Something had to be done with it. The client wanted us to invent a mechanic that would stimulate the buyers to register directly in the point of sale, which led us to the idea of the 24-hour mechanic.

Campaign Success

We invented a mechanic that encouraged registration of receipts directly in the point of sales. The faster the participants of the action register the receipt, the bigger is the prize they can potentially receive. An action participant who purchases two J7 Tonus cartons of any volume and registers the receipt on the website receives the opportunity to win up to 24 000 rubles. The amount of the potential prize goes down every hour after the purchase and finally completely disappears 24 hours after. This mechanic motivated participants to register the receipt on the website faster. Why has that worked that brilliantly? Instead of the habitual static price promises we demonstrated the dynamics of the profit the buyer was losing. And nothing tonifies better than the fear to lose the money that one is already considering as his/her own…

Describe the success of the promotion with both client and consumer including some quantifiable results

Sales have grown by 210%. Also it was important to ensure that more than 50% of promotional production buyers entered their personal data, necessary for further communication, into the client’s CRM-base during receipt registration.

Explain why the method of promotion was most relevant to the product or service

«J7 Tonus. 24 hours left» is new unique mechanics of promo where consumer participation in an activity serves to promote 4 juice product lines of Client (PepsiCo) and increase sales by 210%.

Target Audience: Men and women, aged 20 to 40, juice consumers that would like to change their life for the better. Unique codes on the cartons of promotional products were used as a proof of purchase during wide-coverage stimulating actions. Working with these codes presented a lot of problems (high production costs, necessity to organize logistics of promotional products, poor protection from price-catchers etc.) and everyone dreamt of an adequate replacement to this mechanic. Lately, due to the introduction of contemporary technologies of optical recognition registration, registration of unique codes was replaced by submission of receipts with promotional products. On the one hand, this has resolved unique code-related problems, but on the other hand it deepened the distrust of potential clients and reduced involvement in the program. If the buyer didn’t register the receipt immediately after the purchase, it meant he was lost forever. But we have found a solution.