Jacobs 3ȋn1 - Full-passion job
Campaign: Full-passion job
Client: Mondelez România
Brand: Jacobs 3ȋn1
Entrant Agency: CohnandJansen JWT
Media Agency: Carat Media
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
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