Sweet winners smile in sugar campaign
Marathon Sugar started a popular retail promotion campaign in November last year. By the middle of February this year, this popular sugar brand has given away prizes worth more than N$200,000 to Namibian from all over the country. Marathon Sugar sponsored N$1000 each to fifteen Kaap Agri retailers, for a total of N$15,000 to their customers. The campaign targeted the lower to middle income market. Customers entered the competition by texting KA and the name of the town, to a dedicated number For the Metro Hyper chain of stores, Marathon Sugar made available N$2000 to eleven supermarkets across Namibia giving away the total of N$22,000 to the Metro consumer. The campaign was targeted at the lower to middle income market or rather the LSM group’s 2-5. The campaign ran from 15 November 2013 to 15 January 2014. When spending N$100 or more on any Marathon Sugar product suctomers stood a chance to win N$2000 by texting ‘Metro and the Name of the town to the dedicated campaign number. The most popular part of this campaign targeted a more affluent clientele. Topping all the prizes, Marathon Sugar gave away eleven trailers across Namibia in Woermann Brock Hyper stores. The campaign was targeted at the middle to higher income market or rather the LSM group’s 5-9. The same conditions applied as in the lower segment campaign and customers who had spent N$100 or more on any Marathon Sugar product could enter by texting WB and the name of the town, again to the dedicated campaign number. Response to the this segment of the campaign was overwhelming, with thousands of sugar consumers responding hoping to win one of the trailers. As a separate side campaign, Marathon Sugar together with Shoprite U Save gave away twelve Sony Bravia 32” LCD TV’s in Windhoek and at the coast to taxi users through a similar SMS based competition, every week for three months.