Reckitt Benckiser (RB) wanted to run a trade promotion to increase sell-out to retailers/wholesalers and acquire new retailers and territories. RB needed to come up with an offer which was attractive to their trade partners, and a redemption mechanic that was simple and prompt. We also had the information that over 90% of the audience (retailers) were pre-paid mobile subscribers.
Keeping the audience in mind, we came up with an assured mobile recharge for pre-paid and post-paid mobile subscribers with every promo pack of Ring Guard or Itch Guard. Recharge denominations were Rs.20, Rs.50, Rs.100, Rs.250 up to Rs.500 – to maintain the attractiveness of the offer. Surprise element: the retailers would only know their recharge denomination once they scratched the silver panel on the voucher.
Our alliance team liaised with all the top networks in the country for seamless recharges throughout the trade promotion. The campaign went live pan-India in over 180 cities. Retailers received an immediate recharge by simply sending an SMS, for an easy and immediate redemption. Thus, delivering the brief on-point.