The 2,000 Piece Mainland Voucher
Fonterra Brands NZ
Issue 46 | March 2018
Agency
Colenso BBDO, Auckland
Creative Team
Chief Creative Officer Levi Slavin Creative Director Mike Davison Art Director Charlie Godinet Copywriter Eloise Jack Junior Creatives Tim Thach, William Sidnam Client Group Marketing Manager, Local Jewels Margaret O'Sullivan Senior Brand Manager, Local Jewels Lucie Baker
Production Team
Agency Producer Cherie Mason
Other Credits
Group Business Director Annabel Rees Account Manager Almaz Rabb Photographer Lewis Mulatero
Date
December 2017
Background
Ageing the perfect cheese takes time and patience. Which is why Mainland Cheese's iconic mantra is "Good things take time." In celebration of that simple idea, the brand released a very, very time-consuming promotion.
Idea
The Mainland 2,000-Piece Voucher was a coupon that came in the form of a huge and considerably tricky jigsaw puzzle.
The campaign kicked off in social media with an announcement from Mainland:
Calling all puzzle enthusiasts – we've got something for you. Tell us who you'd recruit to help you finish this masterpiece and you're in the draw to win a Mainland 2,000 piece voucher. It's simple. Finish the puzzle, redeem the voucher, and an incredible prize will be yours.
Almost 2,000 cheese-lovers applied and the keenest puzzlers got mailed the jigsaw.
They were given just four days to enter the competition but, reflecting the mantra that 'good things take time', were allowed a leisurely six weeks to complete the puzzle and send a photo to prove it.
Results
The campaign received three times as much engagement as the average Mainland promotion.
All over the country, people spent hundreds of hours piecing together the vouchers, with the record completion time being a staggering 45 hours.
Even though that was the fastest response, it's still a lot of time to spend thinking about cheese.
Our Thoughts
For me, integration has moved on from being about one idea working across different media to an attitude towards your customers, which can be encapsulated in the simple question: how can you become a part of their lives?
Answer to the rhetorical question: by creating ideas they want to be part of.
The attraction here is less about winning 20kg of cheddar or 50 Mainland Blue cheeses than putting in the hours to complete the puzzle.