Chocbuster Promotion

The Task

Bulla Dairy Foods were approached by HOYTS to run a national promotion over Spring 2017. The focus was on boosting Bulla Creamy Classics Choc Top sales over a traditionally slow period, and THINK were brought on board to develop and execute the promotion.

The idea

THINK developed the ‘Choc-Buster’ concept – developing the idea of a prize draw giveaway, offering HOYTS customers the chance to win by buying a Bulla Creamy Classics Choc Top ice cream.  The promotion was run through HOYTS cinemas and incorporated an online entry mechanic – thereby attracting customer interest in cinemas, as well as the ability to capture data for future marketing opportunities.

THINK developed an impactful key visual – rolled out through HOYTS owned channels (such as in-cinema advertising, digital signage and other point-of-sale touchpoints). The promotion was also supplemented by social media posts – complemented by a user-friendly microsite that hosted online entries for prize draws.

The Impact

The promotion drove considerable uplift in off-season sales of Bulla Ice Creams at HOYTS venues. Captured data was leveraged to supplement valuable electronic engagement opportunities with customers beyond the lifecycle of the promotion.

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