Fully sticky integrated campaign by Woolworths

Last week I started collecting, ahem, junkmail. Will expound more on this later, but just wanted to quickly share Woolworths’ new innovative integrated marketing campaign because I’m pretty impressed.

The campaign has already “broken” in the ad-opinion industry (e.g. Campaign Brief and Mumbrella both have the full TVC and a writeup) and there’s negative commentary as always (“Coupons!?”) – but I’m thinking the haters haven’t experienced the breadth & timing of this campaign first hand.

Exhibit A: Yesterday I was playing the role of miserable rural housewife sitting in front of daytime TV (well, pre-recorded XFactor) when the silence of the bush was broken by the buzz of a Honda CT110 Postie bike.

Sifting through cubic metres of catalogues I found one that was shiny (plastic wrapped) and interactive.

Marketing Strategy - Woolworths Sticky Specials

Woolworths Sticky Specials

It arrived on pension/dole day – the most exciting day of the week for many Australians.

And then right on cue I saw the TVC.

Marketing Strategy - Woolworths Sticky Specials

Woolworths Sticky Specials – TVC – peel it


Marketing Strategy - Woolworths Sticky Specials

Woolworths Sticky Specials – Easy Peasy pea fellow all sticky


Marketing Strategy - Woolworths Sticky Specials

Woolworths Sticky Specials – coupon stuck

There’s a lot of talk about content being king, but we all know that engagement is king – and nothing will engage a rural Aussie more than thinking they’re involved in something they’ve seen on TV. Feeling part of Sticky Specials is almost as good as photobombing the weather report, or your nephew getting a role on Neighbours, or your complaint being aired on A Current Affair.

Marketing Strategy - Woolworths Sticky Specials

Woolworths Sticky Specials – the barcoded stickers… in the 80’s i had a sticker book, this would have made me very happy

I already had to go to Woollies because I’m holed up in a town with few other supermarket choices. So hopped in the car and drove towards town centre, secretly hoping the people who were mean to me at school would notice that I’m still skinny & I’ve sorted out that hair & makeup thing in the last 10 years… and maybe they’d think my progeny is cute.

Less than an hour after the sticky coupons arrived, there were already people walking around the supermarket with stickers in hand, including one gentleman who I’d have liked to photograph but lost my nerve.

The Point Of Sale was already displayed in-store:

Marketing Strategy - Woolworths Sticky Specials

Woolworths Sticky Specials – in-store POS

And I checked the Facebook page – timeline cover image had been updated with the easy peasy pea fellow, and the wall post was live and linking to the instructional (and optimised for social sharing) Woolworths Sticky Specials landing page.

Marketing Strategy - Woolworths Sticky Specials

Marketing Strategy – Woolworths Sticky Specials

The absolute best part of this campaign is the barcodes on the stickers – *if* the barcodes are individualised according to letterdrop areas this will add to the valuable data on FMCG customers already being collected by the Everyday Rewards program.

Imagine what a good data analyst could do with all that info. /data-geek-gasm

Great work by Droga5 on their new Woolworths account, I know how hard it is to execute national campaigns like this – very well timed! Looking forward to seeing what’s in-store (literally and metaphorically) for Christmas 2012.

Of course this means no one else’s marketing campaign should include stickers or coupons for a little while because it has been “done” – but this is also a reminder to us marketers that things we’ve tried in the past might work better now. Sometimes we’re a little ahead of the general population in our ideas, so good ones go flat at the time… but it might be worth trying the concept again, with small improvements.

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