AGENCY
The Media Edge Sydney

CLIENT
Snackbrands Australia

PRODUCT
Samboy Flavour Bomb

CAMPAIGN BACKGROUND
In the year 2000, Samboy decided to differentiate itself from the competition by introducing a brand new concept to complement their already popular product range. What was this exciting new concept?….Samboy Flavour Bombs.

Contained within each packet of Samboy Chips was a sachet (or bomb) containing extra flavours to sprinkle on your chips to boost the already awesome taste of the famous Samboy products. Triple M became the media partner in the campaign with the Today Network and MCM Entertainment to formulate a visionary promotional on-air and online campaign to build the hype as to the launch of Samboy Flavour Bombs onto the Australian chip market.

CAMPAIGN OBJECTIVES

1. To launch the new Samboy Flavour Bomb

2. Talk to the target in their own language

3. Create a 'money can't buy promotion'

4. Drive sales through route trade

TARGET AUDIENCE
Males 13 - 17 years
Households with teens

CAMPAIGN STRATEGY
Snackbrands Australia and The Media Edge Sydney identified the difficulty in communicating to the youth audience in the right language. Their proposed strategy was to encourage the target audience to write their own commercials for Samboy in an effort to become more relevant to the target.

Triple M, Austereo and MCM developed the campaign even further basing the response on a multi-level strategic marketing campaign featuring.

• On-air commercials

• An On Line Promotion

• An Absolutely Unique Major Prize

• On Street Sampling

• Database marketing

ON STREET SAMPLING
Sampling occurred over 4 weeks out of The Triple M Rock patrols and 2DAYFM Black Thunders. Samboy Post Cards with competition details along with Samboy Chips were handed out by the Promotions Crew. Live Crosses from the street team also helped brand the New Flavour Bomb chips as well as to promote the competition.

ONLINE PROMOTION
The competition "Hit Me with a Samboy Script" invited listeners to write a radio commercials for the chance to win their own Internet Radio Station valued at over $20,000.

Entries were received via the Samboy website, specially built for the promotion by Austereo. A four week promotional campaign directed listeners to www.samboy.com.au to find out how to enter their script.

Six competition entries were fully produced by Triple M and scheduled over the next 3 weeks to demonstrate some examples of the competition and, to promote Samboy Flavour Bombs. Once entries had closed, a further burst of activity encouraged listeners to visit the site and vote for their favourite commercial. All voters entered a draw to win $1,000 worth of CD's. Once the final winner was selected, the winning commercial was scheduled for the remaining burst of advertising.

www.samboyhit.com.au specifically for the promotion included:

• A profile of the new Flavour Bomb Samboy chips

• Competition details and entry form

• Tips on how to write a radio commercial from Triple M Creative

• Prize Description

• Terms and conditions

CAMPAIGN RESULTS
In addition to competition pointers on the promotions pages, banner advertising was also placed across the Austereo websites nationally to link through to the Samboy competition page. A data base of all entries was supplied to Snackbrands for follow up marketing initiatives. This multimedia based interactive promotion was a huge hit with all involved. The public embraced the concept as 873 scripts were received through the webpage. Considering we were asking listeners to invest a considerable amount of time to write the scripts, this was an absolutely outstanding result.

The on street team had a huge response from the youth market across all capital cities through strategically targeted location crosses. There were numerous requests for extra packets of chips and the promotions team received countless queries regarding the promotion.

Feature articles appeared in the two most recognised Australian Advertising journals: Ad News and B&T Weekly.